Penélope Cruz Stars as New Face of Loewe

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Penelope Cruz.

Sex sells, and Penélope Cruz's signature blend of va-va-voom sex appeal and chic sophistication is a retailer's dream.

Thus, the sultry Spanish beauty scored a three-year deal as the face of one of her home country's most storied fashion houses, Loewe.

Lensed by famous photography duo Mert and Marcus, the Madrid-born bombshell will make her first appearance in the brand's Spring 2013 ads.

The 38-year-old Oscar-winner, who has become a silver screen icon, is getting more involved in the worlds of fashion and beauty, with recent ventures including spokesmodel for Lancôme and L'Oréal, a collaboration with sister Monica Cruz and Agent Provocateur, along with a constant barrage of magazine features and covers.

"Loewe is an international brand proud of its Spanish roots with a rich history behind," Cruz told Women's Wear Daily. "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."

The brand's creative director, British designer Stuart Vevers, told WWD. "I always start with the woman and a character. I find film very useful as a fictional character can be liberating creatively.. Pedro Almodóvar's work is a constant reference and Penelope's characters in his films have often been an inspiration."