Loewe is the newest European model to signal on a music phenomenon from South Korea.
A singer-songwriter and rapper, Kim Hyun-ah is understood to her followers as HyunA — and now as a worldwide ambassador for the Spanish leather-based items and style home.
“Very much looking forward to this exciting partnership and working closely together,” mentioned Jonathan Anderson, artistic director of Loewe, who has introduced style daring and quirkiness to the heritage model, alongside its famend savoir-faire.
“Truly an amazing honor for me,” added HyunA, who’s one thing of a chameleon together with her various hair colours and style types. It is known 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 way in which for the LVMH Moët Hennessy Louis Vuitton model to construct a better relationship with its shoppers through private providers 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 Wonder Girls 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 music platform QQ Music. What’s extra, the hashtag #imnotcool has acquired greater than 850 million views following a dance problem on TikTok, whereas her movies recorded 1.4 billion views on the Chinese social media platform Douyin, in keeping with Loewe.
Fashion 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 probably 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 lately signed on as home ambassadors at Louis Vuitton.
Actor Josh O’Connor, who portrayed Prince Charles within the Netflix sequence “The Crown,” can be a Loewe ambassador.
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