THE NEW KONNECTION

Founded in Madrid in 1846 as a leather making collective, LOEWE is one of the world’s oldest luxury houses, approaching 175 years as LVMH’s longest serving fashion maison. Ever since his appointment as the creative director in 2013, Jonathan Anderson has presented the brand to the world as a house focused on craft and culture, evidenced through their intellectual yet playful approach to fashion̶ fusing the vibrant Spanish lifestyle with their unmatched expertise in leather. Recently, they have officially launched their own store in Korea, opening a new chapter in the land of K-pop. Taking over their former distributor, the Maison hopes to build a closer relationship with the Korean consumers. Created to celebrate its launch, the campaign featured various popular stars ranging from actress Jung Yoo-mi, actor Nam Yoon-soo, models Park Sung-jin, Ellie Ahn as well as musicians Lil Cherry and APRO̶all dressed in pieces from the Spanish luxury brand’s bold and breathtaking pieces.