Korean Actor Song Kang is Loewe’s New Brand Ambassador

Spanish luxury fashion house Loewe has officially named beloved Korean actor Song Kang as its new brand ambassador. This major announcement marks a significant partnership, blending the brand’s rich heritage with the contemporary influence of a global star. Song Kang’s appointment aligns with Loewe’s new creative direction, aiming to fuse tradition with a fresh, modern sensibility.

A New Chapter for Loewe and Song Kang

Founded in Spain in 1846, Loewe has a 179-year history of unparalleled craftsmanship. In 2025, the luxury fashion brand entered a new era with the appointment of creative directors Jack McCollough and Lazaro Hernandez, who were tasked with redefining its core values. The selection of Song Kang as a brand ambassador is a key part of this strategic evolution. His modern and often experimental attitude toward style perfectly complements the brand’s forward-thinking vision. This collaboration signals a deliberate move to connect with a younger, global audience that values both history and innovation.

Why Song Kang is the Perfect Fit for the Luxury Fashion Brand

Song Kang rose to international fame and built a massive global fanbase through his compelling performances in hit K-Dramas such as “Love Alarm,” the thrilling apocalyptic series “Sweet Home,” and the romantic drama “Nevertheless.” His widespread appeal and artistic image make him an ideal representative for a brand looking to strengthen its global presence. His keen fashion sense has also been widely recognized, with many considering his public appearances to showcase some of our favorite looks from K-Pop idols and celebrities at fashion shows. The choice of this popular Korean actor reflects Loewe’s commitment to embracing contemporary culture.

Bridging Heritage and Modernity

The partnership between Loewe and Song Kang beautifully represents the fusion of heritage and modernity. Loewe stands as a pillar of luxury fashion, celebrated for its long history and dedication to artisanal quality. In contrast, Song Kang embodies the dynamic and forward-looking spirit of modern entertainment. This collaboration creates a compelling narrative, where the timeless elegance of a historic European house is invigorated by the fresh energy of a contemporary icon. It is a testament to the brand’s ability to evolve while honoring its legacy.

What to Expect from the Collaboration

Fans can look forward to seeing Song Kang at the forefront of Loewe’s upcoming initiatives. The partnership is scheduled to include a series of global campaigns that will create new visuals and narratives for the brand. This venture is expected to not only elevate Loewe’s profile in the global market but also provide Song Kang with a new platform to express his unique artistic style. The collaboration is poised to deliver exciting and innovative projects that will captivate audiences worldwide.

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