.LoeweOfficial is the latest European brand to sign on a music phenomenon from South Korea: HyunA.
A singer-songwriter and rapper, Kim Hyun-ah is known to her fans as HyunA — and now as a global ambassador for the Spanish leather goods and fashion house.
“Truly an amazing honor for me,” added HyunA, who is something of a chameleon with her varied hair colors and fashion styles. It is understood she will work with Loewe on upcoming launches. Its first volley is a campaign that plays on the pronunciation of Lo-weh-vay. It features six Korean celebrities — actors Yoo-mi Jung and Yoon-soo Nam, models Sung-Jin Park and Ellis Ahn, and the musicians Apro and Lil Cherry — all dressed in Loewe’s pre-fall and fall collection.
Her latest album, “I’m No Cool,” topped the charts of major music streaming platforms in South Korea, and sold more than 200,000 copies on the Chinese music platform QQ Music. What’s more, the hashtag #imnotcool has received more than 850 million views following a dance challenge on TikTok, while her videos recorded 1.4 billion views on the Chinese social media platform Douyin, according to Loewe.
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