Loewe, the Spanish luxury brand under the LVMH group, has selected actor Song Kang as its new brand ambassador.
On the 18th, Loewe stated, "Song Kang, who has captured the global fanbase with his powerful presence on screen and unique style, is currently considered one of the most attention-grabbing actors in Korea."
Since making his debut in the 2017 drama She Loves You Too Much, Song Kang has captured the eyes of fans worldwide by appearing in Netflix's Love Alarm, Sweet Home, JTBC's Nevertheless, and SBS's My Demon.
Loewe is preparing for a new wave of change as it welcomes Jack McCollough and Lazaro Hernandez as its new creative directors starting in 2025. The brand aims to redefine the core values of the house based on liveliness and exceptional leather expertise.
Regarding his appointment as ambassador, Song Kang expressed, "I have been fascinated by Loewe's artisanal approach and creative take on leather, and I am truly happy to embark on a new journey with Loewe, where artistry and sensitivity coexist."