Loewe appoints Yang Mi as global brand ambassador

Loewe continues to look towards the Asian market for its brand ambassadors. Following the appointment of K-pop star Taeyong as an ambassador in June, the brand has now 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 its aesthetic exudes a distinctive personality, how the brand expresses itself in such an artistic way, and I truly appreciate Jonathan Anderson’s commitment to craftsmanship. I look forward to creating and sharing groundbreaking new ideas about fashion with LOEWE,” Yang Mi said about her new role with the brand.

This isn’t Yang Mi’s first foray into the world of fashion. In both 2017 and 2018, she was the face of various collaborations with American designer Michael Kors, as part of the brand’s efforts to expand into the Chinese market.

Well-known for her roles in Chinese cinema and television, Yang Mi will be present at Loewe’s 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, about the new appointment. “We are very proud to work with a cultural icon who inspires so many people worldwide. I am looking forward to seeing how Yang Mi’s multifaceted 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 major stars. This summer, the brand presented its Fall/Winter 2023 men’s campaign, featuring singer Omar Apollo and Irish actor Jamie Dornan.