Loewe appoints Yang Mi as global brand ambassador

Loewe continues to look to the Asian market in search of brand ambassadors. Following the appointment of K-pop star Taeyong as an ambassador in June, the brand has announced Yang Mi, a Chinese actress and singer, as its latest global ambassador.

“I am delighted to join the Loewe family. Loewe has always been my favorite brand: I love how their aesthetic radiates a distinctive personality, how the brand expresses itself in such an artistic way, and I really appreciate Jonathan Anderson’s commitment to craftsmanship. I look forward to creating and sharing new innovative ideas about fashion with LOEWE,” Yang Mi said of his new role at the brand.

This is not Yang Mi’s first foray into the world of fashion. In both 2017 and 2018, she was the face of several collaborations with the American designer. Michael Korsas part of the brand’s efforts to expand in the Chinese market.

Good-known for her roles in Chinese film and television, Yang Mi will be present at the Loewe Spring/Summer 2024 women’s fashion show, taking place on Friday, September 29, as part of Paris Fashion Week.

“We are delighted to welcome Yang Mi as our new global brand ambassador,” said Jonathan Anderson, Loewe’s creative director, of the new appointment. “We are very proud to work with a cultural icon who inspires so many people around the world. “I look forward to seeing how Yang Mi’s multi-faceted talent, style and bold spirit bring this collaboration to life.”

Founded in 1846 in Madrid as a leather workshop, Loewe has a history of collaborating with big stars. This summer, the brand presented its Fall/Winter 2023 men’s campaign, starring singer Omar Apollo and Irish actor Jamie Dornan.