Loewe announced the appointment of South Korean singer-songwriter, HyunA, as its new global brand ambassador on Tuesday.
The K-Pop star is known for her edgy style and music that has become a dance-challenge favourite on TikTok.
“Becoming a global brand ambassador for Loewe is truly an amazing honour for me. I am very much looking forward to our upcoming projects for this beautiful brand,” the 29-year-old said of her appointment.
HyunA joins the growing list of Korean celebrities being named as global ambassadors for luxury brands. This year has seen a spate of appointments, including Blackpink’s Rosé for Tiffany & Co. and BTS for Louis Vuitton.
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South Korean TV shows are providing brands with a much-needed boost and an anchor for Asia marketing strategies as the region recovers faster from Covid-19 than western counterparts.