South Korean musician and fashion aficionado, Taeyong of the acclaimed K-pop group NCT, has officially taken up a prestigious role as Loewe’s global ambassador.
The rapper, singer, songwriter and dancer has been confirmed to make a special appearance at the highly anticipated Spring/Summer 2024 men’s runway show by Loewe in Paris. The event is scheduled to take place at noon on Saturday.
A new global ambassadorship—LOEWE and TAEYONG are pleased to announce the start of an exciting new journey together.— LOEWE (@LoeweOfficial) June 19, 2023
로에베의 새로운 글로벌 앰버서더로 그룹 NCT의 태용이 선정되었습니다.
태용과 로에베가 함께할 새로운 여정을 주목해주세요. #LOEWE #LOEWETAEYONG pic.twitter.com/DW9HMIPsNV
Since his debut in 2016 with NCT, Taeyong has distinguished himself as a versatile artist, displaying extraordinary performance skills, striking vocals, and distinct visual flair. His multifaceted abilities have garnered him significant attention within the entertainment industry, establishing him as a fitting choice for the renowned fashion brand.
Prior to the partnership announcement, he attended Loewe’s Fall/Winter 2023 women’s fashion show sporting a padded leather shirt and leather board shorts from the brand’s collection.
Loewe‘s Creative director Jonathan Anderson expressed his enthusiasm about this partnership: “Taeyong’s idiosyncratic style aligns perfectly with Loewe’s philosophy. Given his diverse talents in songwriting, performing, and visual creation, I eagerly anticipate the outcomes of our collaboration”.
An ardent admirer of Loewe himself, Taeyong voiced his respect for the brand’s philosophy and its unique communication strategies. With 11 million followers on Instagram, he regularly showcases his bold fashion choices, artistic tattoos, and impressive dance routines, reflecting his signature style which resonates well with Loewe’s free-spirited expression and dedication to craftsmanship.
In addition to his role in NCT, Taeyong has expanded his music career as a member of the South Korean supergroup SuperM, and recently marked his debut as a solo artist with the album “Shalala“.
Jeno, a member of NCT band, has recently been appointed as the inaugural global male ambassador for the prestigious Italian luxury fashion brand Ferragamo. This collaboration symbolizes the deepening connection between Ferragamo and Jeno, as their relationship had already begun to flourish even before this official announcement.
Loewe, under Anderson’s direction, has been known to select a diverse roster of talents as brand representatives. Renowned personalities such as Sir Anthony Hopkins and “The White Lotus” actor Murray Bartlett have graced recent ad campaigns, alongside other global brand ambassadors like Josh O’Connor, Tang Wei, Taylor Russell, Leo Wu, Stephane Bak and South Korean girl group Nmixx.
This trend of partnering with K-pop stars is not exclusive to Loewe. Major European fashion houses have been swiftly enlisting K-pop idols to engage with the Gen-Z demographic and to capitalize on the global fandom these stars command. A notable example of this trend is Prada, which recently announced a partnership with Enhypen, the sensational South Korean music group consisting of seven members.
Moreover, several fashion powerhouses have made significant moves in the realm of men’s fashion. Dior made headlines earlier this year by appointing Jimin, a member of BTS, as a global ambassador. Louis Vuitton also joined the fray by enlisting J-Hope from BTS as an ambassador and featuring him in a campaign promoting their iconic Keepall bag. In a similar vein, Valentino welcomed Suga, another BTS member, as a brand ambassador, while Givenchy proudly unveiled Taeyang, a member of Big Bang and a renowned solo artist, as their latest brand representative.