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Spanish beauty Penelope Cruz becomes the face of Madrid's fashion house, Loewe

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Spain's star actress Penelope Cruz has gone back to her roots as chosen face of the capital's luxury fashion house, Loewe.The Madrid-born Oscar-winning actress has signed a three-year deal and will make her first appearance in the spring/summer 2013 campaigns which have been shot by fashion photographers Mert Alas and Marcus Piggott.

Penelope Cruz

 Recently spotted in Rome for the premiere of her latest Spanish film, Venuto al mondo, the 38-year-old proved once again to be not only a great ambassador of Hispanic film and cinema, but of Mediterranean beauty. Exuding authentic confidence and passion for what she does, Penelope took to the red carpet in a vintage Versace gown in dazzling blue with an asymmetrical cut.

Loewe's creative director and designer Stuart Vevers said it was precisely Penelope's "strong, sensual beauty" that has long been an inspiration and a constant reference for his "ideal of Spanish womanhood"."I always start with the woman and a character. I find film very useful as a fictional character can be liberating creatively."

But this isn't the first brand venture the busy actress has taken part in, having also worked alongside Lancome and L'Oreal as their beauty spokesmodel. Penelope has also kept things in the family, teaming up with younger sister Monica to design and launch a collection of lingerie for British brand, Agent Provocateur.Despite her involvement in so many adventures, the mum-of-one explains that the label's Spanish roots – which promotes values of excellence and craftsmanship – were too good to refuse: "Its collections are made by Spanish master artisans and I have always admired their work. I feel fortunate to be a part of this project."

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