Fashion brands, in order to increase market competitiveness and relevance, often like to invite celebrities to be brand ambassadors. Loewe has announced that Korean girl group NMIXX and actress Tang Wei will serve as global brand ambassadors, releasing a new set of promotional photos, clearly aiming to cater to different age groups at once.
Korean fever has swept the world, and its influence is undeniable. Loewe invited the “sexy little wild horse” HyunA as a brand ambassador last year. Less than a year later, the brand has further strengthened its lineup of Korean celebrity brand ambassadors by announcing that NMIXX, a 7-member girl group from Korea that officially debuted in February this year, will be the first music group brand ambassador.
NMIXX is the latest 7-member girl group under Korean JYP Entertainment, with members including Lily, Haewon, Sullyoon, Jinni, Bae, Jiwoo, and Kyujin. The name NMIXX carries rich meanings: N represents now, next, and new, as well as the unknown variable n, among other multiple meanings, while MIXX represents the diverse talents and personalities of the girl group.
NMIXX’s debut single “AD MARE” received high praise, and this September they released their second single album “ENTWURF” with the title track “DICE,” showcasing a unique “MIXX POP” style that combines jazz, trap, pop music, hip-hop, and other musical elements. The catchy melodies and strong beats, along with a fresh sense of vitality, are creating a wonderful chemical reaction with Loewe’s forward-thinking fashion sensibility.
As for another brand ambassador, Tang Wei, she has already established a partnership with the brand and served as one of the models in the early autumn advertising series shot by the photography master Juergen Teller.
Tang Wei has won the Golden Horse Award for “Best New Actor” and the Cannes Film Festival’s “Chopin Most Promising Actor Award.” This year, she starred in the film “The Decision to Break Up” directed by South Korean director Park Chan-wook, which was nominated for the Palme d’Or at the 75th Cannes Film Festival. She is definitely a powerhouse actress in the Chinese film industry. Regarding becoming a global ambassador for Loewe, Tang Wei said, “I feel that Loewe has a childlike vitality, both simple and full of sunshine and energy, containing infinite possibilities.” This also makes people look forward to the different sparks that the brand will create with her.
