On November 18, Spanish luxury house Loewe announced the appointment of Korean actor Song Kang as its new brand ambassador. Known for his striking on-screen presence and contemporary sense of style, Song’s addition is expected to further accelerate the brand’s global strategic momentum.
From Korean Dramas to Global Recognition
Song Kang first rose to prominence through the Netflix drama Love Alarm, and has since showcased a remarkable range in internationally acclaimed series such as Sweet Home, Nevertheless, and My Demon. His emotional depth and modern charisma have captivated audiences worldwide, expanding his fanbase far beyond Asia—an influence that clearly aligns with Loewe’s decision to bring him on board.
Regarding his new role, Song Kang shared: “I have always been drawn to Loewe’s innovative approach to craft and leather. In my work, the balance between experimentation and staying true to my artistic roots is just as essential, which makes me genuinely excited to begin this new chapter together.”
A New Creative Chapter for Loewe
In 2025, Loewe welcomed Jack McCollough and Lazaro Hernandez as its new Creative Directors, marking a significant turning point for the house. Renowned for their work at Proenza Schouler, the duo has long been celebrated for their sharp material sensibility and architectural silhouettes. At Loewe, their vision is already shaping a refreshed creative direction—one that stays rooted in craftsmanship while evolving into a more powerful and contemporary aesthetic.
Against this backdrop of transformation, Song Kang’s appointment carries symbolic weight. As brand ambassador, he is poised to vividly embody and communicate the spirit of this new era at Loewe, bringing the maison’s evolving worldview to a broader global audience.
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