LOIS CAMPAIGN - The Ultimate Match in Denim Style

By Laura Martínez

Lois, our favourite denim brand, Made in Spain, has launched its most spectacular campaign for our most hedonistic hotel: Mongibello. With their hallmark irreverence, the brand has embraced the Ibizan Dolce Vita with some contemporary cowboy flourishes. We take a look at the ins and outs of this collaboration and show you the result of a summer love affair that is already two seasons in.

Lois is one of those brands that appear occasionally, the ones that mark a before and after, define fashion and make history. Valencian brothers Manuel and Joaquín Sáez-Merino never imagined how far they would get with this experiment they launched in the 1960s after hearing about this new fabric, denim, which was hugely popular in the USA. A material developed and designed for hard work but was tough, durable and comfortable for long working days. Even though it was created for workers, this revolutionary fabric caused furor on the streets, and it could be said that it was one of the first global street style phenomena. The brand has already successfully launched its first jeans and jacket model by 1965. The first denim brand from Spain was born. In the 70s, it positioned itself as one of the four great worldwide denim brands, with megastars and music legends like ABBA and Rod Stewart wearing their jeans.

With such an important legacy to maintain, Fernando Saéz-Merino (the third generation of his family to run the brand), the current boss of Lois, has joined forces with Concept Hotel Group to provide us with the staff uniforms for some of our hotels, meaning they can do their duties, comfortably and stylishly dressed. This neverending summer love continues as Lois has also made its most spectacular campaign with us, specifically in the Mongibello hotel. The new Lois collection features summery fabrics and colours that blend with the sea in the background. Rock 'n' roll with hints of contemporary cowboy is the focus of a collection that breaks with the classic denim aesthetic and opts for more daring shapes and designs without losing sight of its own style and that timelessness that only the big brands possess.

Photographed and filmed by the great Xabi Goitisolo, the campaign shot in Mongibello at the foot of Es Caló De S'Alga in Santa Eulalia makes us want to burn some rubber and hit the road with our partner in crime to embark on a road trip full of adventure, passion and lots of denim. We can't reveal what our next trip together will be, but we can say for sure that our affair with Lois will last for a long time.