Loewe names K-Pop's Taeyong as brand ambassador
K-Pop stars are the hottest properties at present and brands are rushing to sign them up as their influence on the consumer market in Asia and beyond is huge.
The latest news on this front is from LVMH’s Spanish label Loewe. The brand creatively directed for the past 10 years by British maverick Jonathan Anderson has named Taeyong as a new Global Brand Ambassador.
Known for his “unique personal style and love of fashion,” he’s “been a long-time supporter of Loewe's innovative design and craftsmanship, often blending the brand’s key runway pieces with casual wardrobe staples for a contemporary fashion-forward look,” we’re told.
In line with the new role, he’ll be attending the brand’s upcoming SS24 men’s runway show in Paris.
Anderson paid tribute to the new arrival, saying: “I’m delighted to welcome Taeyong to the Loewe family. He has a special connection to the brand, having admired and worn Loewe for a long time, and we love his idiosyncratic style. With Taeyong’s many talents spanning songwriting, performing and visual creation, I’m really excited to see what this collaboration will bring.”
The celeb first made an impact back in 2016 as a member of the K-pop group NCT and has since become known as an all-round artist. As part of NCT, NCT 127, and NCT U, he’s made a major impact on multiple global charts and has become recognisable worldwide.
It’s good timing both for him and for the label given that he released his first solo album Shalala on June 5. The album has reached top spot in a number of key markets.
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