Loewe names actor Song Kang as latest brand ambassador

Loewe has named Korean actor and style setter Song Kang to be the Spanish fashion house’s latest brand ambassador.

 
Known for his bold screen presence and memorable personal style, Song Kang has become one of South Korea’s most celebrated talents. From his breakout role in Love Alarm to the globally acclaimed series Sweet Home, Nevertheless, and My Demon, his work reflects both emotional depth and a modern charisma, the Madrid-born brand said in a release.
 
“I have always been drawn to Loewe’s innovative approach to craft and leather. In my work, the balance between experimentation and staying true to my artistic roots is just as essential, which makes me genuinely excited to begin this new chapter together,” said Song Kang.

The South Korean actor is noted for his versatility and contemporary appeal. He made his debut in 2017 with the drama The Liar and His Lover, while his performances in Netflix’s Love Alarm and Sweet Home, and SBS’s My Demon, have charmed international audiences with his expressive acting.
 
For the announcement, Song Kang is photographed in a black leather biker jacker worn over knit top and pyjama-striped blue pants.
 
The selection of Song Kang marks the first new ambassador named at Loewe since Lazaro Hernandez and Jack McCollough were appointed as the new joint creative directors of the house this spring.
 
Founded in Spain in 1846, Loewe is one of the world’s major luxury houses, and part of the giant LVMH‘s luxury empire.
 
Under the creative direction of Jack McCollough and Lazaro Hernandez, Loewe has begun a new chapter, redefining its core sensibilities. As the duo “continues to explore an intellectual and playful approach to fashion, a bold and vibrant take on the Spanish lifestyle, and an unmatched leather expertise,” the company added.