Long Before Its Loewe Revival, Paula’s Was Ibiza’s Hottest Spot


You could be having a good summer, a great summer, or even a #hotgirlsummer, but there’s little chance that your revelries even hold a candle to the riotous Eden that Armin Heinemann presided over in Ibiza during the ’70s, and ’80s. A German architect by trade, Heinemann arrived in Ibiza in 1972 and came to own Paula’s, a boutique that was as famous for being an international hub for the hippie lifestyle as for its signature floral garments. Cut loose and free, with deep V-necks or blouson sleeves, the items sold at Paula’s promised to turn even straight-backed upper-crust visitors to Ibiza into spirited bohemians. More than just clothing the era’s most influential people, from Freddie Mercury to Jean Paul Gaultier (neither of whom you could call straight-backed), Paula’s also played host to the island’s best happenings. The evidence is in Heinemann’s book, Paula’s Ibiza 25 Years, which presents a collaged portrait of best days in this Balearic paradise.

The good times at Paula’s came to a close at the end of the 20th century, but couldn’t stay forgotten for long. In 2016, Loewe reached out to Heinemann about reviving his store and collections; creative director Jonathan Anderson had vacationed in Ibiza growing up and had become familiar with local Paula’s lore. The results have been co-branded as Loewe Paula’s Ibiza, a collection of womenswear, menswear, and accessories that’s been released yearly since the summer of 2017. The latest collection, photographed in the Dominican Republic by Gray Sorrenti, is a mash-up of tropical prints, seashell details, and gigantic “cushion” totes made of spliced patterns that channel the haphazard creativity of the era. Last weekend, Loewe hosted its own Paula’s fiesta on the island’s Eivissan coast. How did it compare to Heinemann’s heyday? He was, perhaps not coincidentally, out of town.

.Here, the Paula’s founder reflects on his hippie heights and rethinking the idea of fashion collaborations in the 21st century.

Armin Heinemann and Stuart Rudnick
Paula’s founders Armin Heinemann and Stuart RudnickPhoto: Courtesy of Loewe

What brought you to Ibiza, and why did you decide to stay?

We’re speaking about the ’60s and ’70s in Ibiza. It was the hippie times and the hippie culture. There was an international community of non-conformists, of runaways from society, in Ibiza. We all had our different reasons to come, but we wanted to be free of the pressure of life in our countries, from capitalism, and from the patterns of gender roles. I, myself, came because I fled from violence in my chaotic marriage. One day, I took my two children, and I ran away.

When I came to Ibiza, into this hippie world, I was prepared to enter into a period of creation. Of course, I took drugs like everybody, but I was not in danger to get lost in those drugs like you can easily do.… The drugs they helped me to discover the beauty of all I was seeing, the beauty of nature and the beauty of all the facets of my new hippie life. I was able to see everything as beautiful elements to play with and to work with. That was the situation when I came to Ibiza.

I read that you came to own the store in a sort of accidental way, that someone invited you there in the evening and sort of locked you inside until you agreed to buy it?

Yes. When I came to Ibiza, I wanted to be an architect; I wanted to continue my work, but there was no way that I could do that here. I had no idea about fashion. Somebody pushed that store on me, and I just said yes, and that was all. Then I got a postcard from a customer who wanted some blouses. That became a whole adventure of the beginning of the store in Ibiza. I had to find out: How do I get material? How do I find a seamstress? How do I produce and have things made? How do I sell it to the customer?

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