Spanish luxury brand Loewe has recently named Chinese actress and singer Yang Mi as its newest global brand ambassador. This decision comes shortly after the brand’s selection of K-pop star Taeyong in June, reinforcing Loewe’s focus on the Asian market for its ambassadors. Yang Mi expressed her excitement for this partnership, declaring Loewe as her favorite brand for its unique aesthetic and dedication to craftsmanship.
Yang Mi is no stranger to the fashion world, having previously worked with American designer Michael Kors for collaborations aimed at the Chinese market in 2017 and 2018. With her influential presence in Chinese cinema and television, Yang Mi will be attending Loewe’s Spring/Summer 2024 women’s fashion show during Paris Fashion Week on September 29.
Loewe’s creative director, Jonathan Anderson, expressed his enthusiasm in welcoming Yang Mi as the new global brand ambassador. He hailed her as a cultural icon who inspires people worldwide. Loewe, originally a leather workshop founded in Madrid in 1846, has a history of collaborating with renowned celebrities. The brand’s Fall/Winter 2023 men’s campaign featured singer Omar Apollo and Irish actor Jamie Dornan.
In appointing Yang Mi, Loewe further solidifies its dedication to the Asian market and showcases its eagerness to collaborate with influential figures in the entertainment industry. Together with Yang Mi’s talent, style, and fearless spirit, this collaboration is bound to spark groundbreaking ideas about fashion for Loewe.
Useful links:
1. Loewe Official Website
2. Yang Mi’s Instagram
