Penlope Cruz smoulders in new pictures takes over Alessandra Ambrosio, Rosie Huntington-Whiteley and Adriana Lima ...

PUBLISHED: 13:52 EST, 10 January 2013 | UPDATED: 14:09 EST, 10 January 2013

Spain's first and only Oscar-winning actress Penlope Cruz makes her debut appearance for Loewe as the star of its spring/summer campaign.

Wearing the collection inspired by Gala, the intellectual and wildly bohemian figure who was wife and muse to surrealist artist Salvador Dal, Penlope embodies the passion, sophistication, intelligence and independence associated with this charismatic figure.

The campaign was shot amid the baroque finery of the Palacio Marqus de Villafranca in Madrid - and the results are beautiful.

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Penlope says that while she's grateful for her other fashion jobs this one is especially important to her

It was photographed by Mert Alas and Marcus Piggott: as a duo they are one of the most respected and acclaimed photographers working today, and this is their fifth consecutive season shooting for Loewe.

They are regular contributors to the most influential fashion magazines around the world.

Penlope says in the video below that while she's worked with a lot of different brands and she is grateful for those jobs, this one is especially important to her.

She says she 'grew up admiring the clothes, bags and accessories' and 'you can see the work, love and dedication in every piece'.

She says she 'grew up admiring the clothes, bags and accessories'

The campaign was shot amid the baroque finery of the Palacio Marqus de Villafranca in Madrid

The collection is inspired by Gala, the intellectual and wild bohemian wife and muse of Salvador Dal

Lisa Montague, CEO of Loewe, says: 'Penlope Cruz is the perfect ambassador for Loewe, representing our values of passion, authenticity and excellence.'

Penlope Cruz says: 'Loewe is an international brand proud of its Spanish roots with a rich history behind. 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.'

'You can see the work, love and dedication in every piece'

Stuart Vevers, Loewe's Creative Director, says: 'Penlope's strong, sensual beauty has long been an inspiration for me as a designer and a constant reference for my ideal of Spanish womanhood since I came to Loewe.'

The visuals of the campaign feature two iconic Loewe bags: the Amazona and the Flamenco, and two new bags: the Paseo (inspired by the Royal Andalusian School of Equestrian Art), and the Cartero, from the Spring Summer 2013 fashion show.

Loewe, the Spanish luxury leather house founded in 1846, with 170 boutiques around the world, has been part of the LVMH group since 1996.