Loewe latest to mine Korea for global brand representation
Spanish luxury fashion house Loewe, owned by Paris-based conglomerate LVMH, recently announced its appointment of South Korean model, singer-songwriter, and rapper Hyuna (pictured) as its latest global ambassador.
The imagery which accompanied the announcement showed Hyuna posing with the brand’s latest fashion and leathergoods offerings.
Loewe creative director, Johnathan Anderson, commented that the company was “very happy” about its choice and said that his team is excited to work on future projects alongside the artist.
For her part, Hyuna added: “I am looking forward to great projects ahead with the beautiful brand Loewe.”
The move comes as more and more Western luxury brands snap up digitally savvy Korean stars in increasing numbers as of late, reflecting today’s need for content creation across diverse marketing channels.
Image: Loewe.
