Loewe names NCT's TAEYONG as new global brand ambassador

Spanish luxury fashion house Loewe has appointed TAEYONG, member of South Korean pop boy band NCT, as its newest global brand ambassador.

“Known for his unique personal style and love of fashion, TAEYONG has been a long-time supporter of LOEWE’s innovative design and craftsmanship,” said a statement on Loewe’s site.

Both Loewe and TAEYONG took to Instagram to celebrate the appointment by posting a photo of TAEYONG donning the brand’s clothing with the caption, “LOEWE and TAEYONG are pleased to announce the start of an exciting journey together.”

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The brand’s creative director Jonathan Anderson expressed delight in welcoming TAEYONG to the Loewe family and noted TAEYONG has a special connection to the brand, having admired and worn Loewe pieces for a long time, according to media reports.

Anderson has also stated that Loewe loves TAEYONG's idiosyncratic style and that he is excited to see what the collaboration will bring especially since TAEYONG may be performing in Loewe garments.

With regard to the partnership, TAEYONG expressed that it is an honour to be the brand’s global ambassador especially since he has been a huge fan of Loewe for its designs, brand philosophy and unique way of communicating.

The South Korean rapper, singer, songwriter and dancer currently showcases pieces from the men’s fall winter 2023 precollection that is a reductionist mix defined by neat shapes, bold details and sculptural essentiality.

He is also no stranger to the brand as he attended Loewe’s fall winter 2023 fashion show in Paris in March and is expected to attend Loewe’s spring 2024 menswear show in Paris.

As global fashion houses tap on the popularity of South Korean pop stars, Italian luxury fashion house Prada announced ENHYPEN, a South Korean pop boy band, as their newest brand ambassador.

The collaboration was first hinted at when the seven-member boy band attended Prada’s Fall 2023 menswear show during Milan Fashion Week this January.

The group then took to Instagram with band member Sunghoon uploading a post of himself donning the brand’s clothing line with the caption, “Prada Boy” on the group's official Instagram page. Members Jake and Niki of ENHYPEN also uploaded photos featuring football boots from the Adidas x Prada collaboration, with the caption including hashtags “#adidasforPrada, #Prada”.

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