Loewe, the renowned luxury brand, strengthens its presence in the Asian market with the appointment of Yang Mi, a celebrated Chinese actress and singer, as its latest global brand ambassador. This move follows Loewe’s recent partnership with K-pop sensation Taeyong in June.
In her role as a global ambassador, Yang Mi shares her enthusiasm, stating, «I am delighted to join the Loewe family. Loewe has always been my favorite brand: I love how its aesthetic exudes a distinctive personality, how the brand expresses itself in such an artistic way, and I truly appreciate Jonathan Anderson’s commitment to craftsmanship. I look forward to creating and sharing groundbreaking new ideas about fashion with LOEWE.»
Yang Mi’s involvement in the world of fashion is not new. She graced the campaigns of American designer Michael Kors in both 2017 and 2018, contributing to the brand’s expansion efforts in the Chinese market.
As a prominent figure in Chinese cinema and television, Yang Mi is set to make her mark at Loewe’s Spring/Summer 2024 women’s fashion show during Paris Fashion Week on Friday, September 29.
Jonathan Anderson, Loewe’s creative director, expresses his excitement for the new partnership, stating, «We are delighted to welcome Yang Mi as our new global brand ambassador. We are very proud to work with a cultural icon who inspires so many people worldwide. I am looking forward to seeing how Yang Mi’s multifaceted talent, style, and bold spirit bring this collaboration to life.»
Founded in 1846 in Madrid as a leather workshop, Loewe boasts a storied history of collaborating with prominent stars. This summer, the brand unveiled its Fall/Winter 2023 men’s campaign, featuring singer Omar Apollo and acclaimed Irish actor Jamie Dornan.
