Penélope Cruz’s New Line of Shoes and Outerwear With Italian Label Geox Is “A Dream Come True”
One of the most eagerly awaited guests of Milan Fashion Week was Oscar winner Penélope Cruz, chosen by Italian shoe and clothing brand Geox as ambassador for its fall-winter 2023 campaign. During the press presentation, the Spanish actress also presented a special collection of garments and accessories ($190-$495), some 20 pieces including footwear and outerwear, designed by herself in collaboration with Mónica, her younger sister, a dancer and actress herself, also known to the general public for her role in the hit Spanish TV series Un Paso Adelante.
“A testimonial with a strong and credible image like Penélope Cruz adds value to our communication. Penélope expresses professionalism, beauty, grace and character, the traits of a modern and contemporary lifestyle that we want to convey,” said Livio Libralesso, ceo of GEOX.
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Penélope Cruz — muse of major directors, one above all Pedro Almodóvar, but also many Americans such as Ridley Scott who directed her in The Counselor, Woody Allen in To Rome with Love and Vicky Cristina Barcelona and Rob Marshall in Nine — will next star in theaters in December with Michael Mann’s Ferrari presented at the recent Venice International Film Festival.
Ahead of the film’s release, she will be the face of GEOX in cities around the world. “A new, exciting chapter opens for us,” said Mario Moretti Polegato, founder and chairman of Geox. “Our company has experienced significant growth in recent years, to the point of becoming the largest in the country, and we are thrilled that Penélope Cruz will be the first-ever ambassador to tell the world about the brand’s new positioning, centered on a stylistic evolution that combines beauty with the well-being and comfort that have always defined our products. She will also help us develop GEOX in the world, which means Italian style but also means comfort. She has great enthusiasm and women really like her, just like our brand.”
THR Roma spoke with Penélope Cruz during the reception of the presentation of her capsule collection and asked her a few questions about her new profession as a fashion designer. Read more below, and shop the collaboration here.
How has Milan Fashion Week been for you?
I haven’t been to Milan that many times, maybe three or four times in my life, and this is a special occasion because it’s the day where I present the campaign for Geox. A brand that I have used so much in my life, even for my children.
You got help from your sister in this new venture.
And that’s the special aspect. I created the capsule collection together with Mónica. There is so much of us in this collection. We worked from the beginning to create a moodboard. It’s not a huge collection, it’s 20, 25 pieces, and there were a lot of meetings to decide which direction to go, evaluating the samples, the choice of materials, and of course trying them on. We are very proud of it and we are very grateful that they invited us to design with them.
What aspect of this work have you enjoyed the most?
I feel very fortunate to be able to work with different brands, some even luxury brands like Chanel, for several years now. I love them! But I also wanted to be able to do something for women who love comfort and beauty. GEOX allows me to be part of these two different worlds.
Do you feel ready for a collection that bears your name?
I think it’s important to keep learning, and that’s what my sister and I do with the collections. We do it from a very humble point of view, we always keep learning, because we have a lot of respect for all the designers. Even those who have worked with us and they continue to teach us many things.
When did your love for fashion blossom?
We have loved fashion since we were little girls. You think four, five years old we were drawing in magazines. So for us it is a dream come true.
This isn’t the first time you have designed a collection for a brand?
We have already collaborated with five or six different brands in the last 20 years [Mango, Loewe, Carpisa to name a few.] Brands that have given us the opportunity to design together, sometimes for three, four, five years in a row. Collections that have been successful. This is something really special for us. Even if we do it in the most humble way possible as we continue to learn.
Let’s talk about shoes. Are you a lover of high heels or sneakers?
It depends a lot on the situation, the days, what I need to do. In the past I used to wear a lot more heels but since I became a mother I need to find something that allows me to run at any time.
What do you look for in a shoe?
Shoes should have beauty, durability and comfort. I think GEOX represents a great balance between these characteristics. They have this technology that they patented many years ago that makes their shoes especially comfortable. They breathe. You think water can’t get in while air can get through. They are the only ones with this technology.
I see that you learned quickly to promote your creations.
Look, it’s true that you can walk in them just fine. I still wonder how it is possible! It is like walking on a cloud! I had Mario Moretti Polegato, a little genius, explain to me how this technology works. It is a very clever idea, and the fact that it is a brand started by four people is also a great thing. Just think that 30,000 people are working on it now and they are in 100 countries around the world.
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