PENELOPE Cruz has been announced as the new face of luxury fashion brand Loewe.

And it seems the Oscar-winning actress did not take much convincing to front the Madrid-based company either.

“They approached me and I said yes very quickly because it’s a Spanish brand, and everyone involved is from Spain.

“Although the designer is British, all the work is done in Spain,” she said.

“It’s such an old company. I have grown up looking at their wonderful things,” added the 38-year-old.

Loewe’s creative director Stuart Vevers said the actress has a ‘strong, sensual beauty’ that has served as an ‘inspiration’.

Cruz is reported to have been keen to work for a Spanish brand again ever since fronting Mango’s campaign in 2009.

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