Loewe is the newest European model to signal on a music phenomenon from South Korea.
A singer-songwriter and rapper, Kim Hyun-ah is thought to her followers as HyunA — and now as a worldwide ambassador for the Spanish leather-based items and style home.
“Very a lot trying ahead to this thrilling partnership and dealing intently collectively,” stated Jonathan Anderson, inventive director of Loewe, who has introduced style daring and quirkiness to the heritage model, alongside its famend savoir-faire.
“Actually an incredible honor for me,” added HyunA, who’s one thing of a chameleon along with her diverse hair colours and style types. It’s understood she’s going to work with Loewe on upcoming launches.
The signing comes as Loewe takes management of the enterprise in South Korea from a former distributor. It launched Loewe Korea, its newest subsidiary, efficient July 1, clearing the best way for the LVMH Moët Hennessy Louis Vuitton model to construct a more in-depth relationship with its shoppers by way of private companies and unique experiences.
Its first volley is a marketing campaign that performs on the pronunciation of Lo-weh-vay. It options six Korean celebrities — actors Yoo-mi Jung and Yoon-soo Nam, fashions Sung-Jin Park and Ellis Ahn, and the musicians Apro and Lil Cherry — all wearing Loewe’s pre-fall and fall assortment.
HyunA started her music profession in 2007 as a member of the Marvel Women in February 2007, later becoming a member of one other group 4Minute earlier than launching a solo profession in 2010.
Her newest album, “I’m No Cool,” topped the charts of main music streaming platforms in South Korea, and bought greater than 200,000 copies on the Chinese language music platform QQ Music. What’s extra, the hashtag #imnotcool has obtained greater than 850 million views following a dance problem on TikTok, whereas her movies recorded 1.4 billion views on the Chinese language social media platform Douyin, in keeping with Loewe.
Vogue manufacturers simply can’t appear to get sufficient of Ok-pop stars, as bankable for social media engagement as chart-topping songs. BTS and Blackpink are essentially the most in-demand Ok-pop stars now, with all 4 Blackpink members — Lisa, Rosé, Jennie and Jisoo — serving to manufacturers together with Dior, Chanel, Saint Laurent, Tiffany and Celine. BTS just lately signed on as home ambassadors at Louis Vuitton.
Actor Josh O’Connor, who portrayed Prince Charles within the Netflix collection “The Crown,” can be a Loewe ambassador.