Today we are going to talk about the "marriage" of a fashion circle.
Some time ago, LOEWE officially announced that Jin Hyun-ya became a global brand ambassador, and as soon as the news came out, it set off a lot of waves in the fashion circle.
Jonathan Anderson, Creative Director of the Brand, said publicly at Ins: "I am delighted to welcome Hyuna as a member of the LOEWE family, this new partnership is very exciting, and I look forward to working with Hyuna in the coming days to create great results."
Hyuna responded: "The privilege of being a LOEWE Global Brand Ambassador was a wonderful moment for me"
Hyuna then released a wave of promotional photos on her social media in response.
Under the official Ins of LOEWE, some netizens questioned Hyuna's style and LOEWE's consistent image matching.
The old Spanish luxury brand chose the sexy and hot young female idol "marriage", which is not difficult to see, in the wave of high-end luxury brand rejuvenation, LOEWE finally stepped off the altar and hand-picked the female idol with goods with traffic.
Before the official announcement, there was not even an interaction between LOEWE and Hyuna, and this time the two sides worked together to be really staggering, why didn't they give us some psychological preparation?
Hyuna is LOEWE's first official global brand ambassador in Asia and the only artist to have a title in Asia.
Since last year, LOEWE has shown a desire for young traffic, and before this wave of official announcements, brands will ask mainland artists to stand when new stores open or launch new products.
Recently, the "LOEWE 2021 Autumn/Winter Series Limited Time Store" activity invited supermodel Liu Wen to help.
In the new season, Goya handbags are found to bring goods to Stars such as Song Qian, Zhou Yutong, Song Yanfei, Zhou Ye, and Yu Shuxin.
Why choose Hyunya in a large wave of young traffic?
The Korean idol market radiates the world, which is more beneficial for brands to seize the market, and high-end brands are more willing to give Asia's first title to South Korean artists or idols.
Cooperation with Hyuna may be a test of LOEWE, and LOEWE is also interested in the huge flow of Hyuna.
With just one cover, she could carry a brand's lipstick number.
Regardless of traffic, the image of the spokesperson itself, and whether it fits with the brand DNA, is the focus of luxury brand considerations.
The image of LOEWE in the minds of consumers still stays in the Spanish luxury brand that advocates handicraft art and pays attention to quality craftsmanship.
It is also lvmh's oldest luxury brand, with more than 170 years of history, and is also an aristocratic brand that embodies royalty.
In 1905, Queen Victoria's niece, Loewe was awarded the honorary title of "Royal Leather Supplier". Make leather goods such as bags, handbags, watch boxes, jewelry boxes, folders and other leather goods for members of the royal family.
As a result, we see logos that LOEWE has used, many of which wear small crowns.
As a Spanish luxury brand with a century of experience, LOEWE's dna embodies the nobility and quality of the royal family, as well as the traditional craftsmanship and romance of Spain.
But in recent years, LOEWE has been changing, looking for innovation in the DNA of the brand. It also runs the art and handicraft genes into each series.
The Fall/Winter 2021 collection is full of colors, the use of high saturation of bright yellow, red, green and blue is very visually impactful, the geometric contour shape and smooth cut give the two-dimensional picture a three-dimensional three-dimensional feeling, which is very tense.
The collection also uses quilting, printing, intarsia and jacquard to amplify the charm of this season's clothing, the interweaving of colors and silhouettes, romantic and vivid.
In the Fall/Winter 2020 collection, we can also glimpse LOEWE's exquisite artistic craftsmanship from the design. The collection was designed by creative director Jonathan Anderson inspired by Japanese potter Takuro Kuwata, who simplified classicist romance into a modern literary style.
Light feathers, puff sleeves, clean lines, dramatic silhouettes and the use of large colour blocks all emphasize the unique artistic flair of women.
Color aesthetics is also what LOEWE is good at, this year's past Tanabata luxury war, LOEWE launched a wood color gift box and candy color mini handbag, in the tanabata competition full of red hearts, with color to distinguish the competition track.
The brand's craftsmanship dna continues to this day. It also incorporates modern technology and fabrics, and the bags are still handmade.
The artistry and romance of the brand can also be glimpsed from the advertising blockbusters in the past.
Spring/Summer 2020 Blockbusters:
Spring/Summer 2018 Fruit Theme Blockbuster:
2018 Perfume Blockbuster:
Over the years, LOEWE has always expressed slow fashion with artistic expression and packaged brands with contemporary craftsmanship.
And in recent years, a large number of circle fans, several ace bags have always been evergreen, occupying a place in the competition of high-luxury bags. In order to grab the young market, choose Hyunya? I guess it's not that simple!
Let's take a look at Hyuna's performance in fashion.
Hyuna is good at color matching, and her fashion is often expressed in the control of color, and rainbow color is her trademark.
Gather rainbow-colored hair. She had dyed red, blue, pink, purple, gold, etc., and she had digested them well.
Looking at her Ins outfit, it looks like a overturned color palette.
Bright yellow, lake blue, rose red, rose powder, and even the red with green that is called "earthy", she wore out her fashion attitude.
She also single-handedly led the "Hyunya style" trend: floral skirts, high-waisted short tops, bright colors, ghost horse style, it is very hyunya.
Her preference for color is also reflected in accessories, nail art and hair cards, many of which she made DIY herself.
When you think of these rainbow-colored hairpins, jewelry, and nail art, you will think of Hyun-Ya, which has become Hyun-Ya's fashion label.
She is like a painter, with a constant passion and creativity, she can always rationalize those uncontrollable colors into her own style.
Hyunya is effortless about color, and the inadvertent effect is surprising.
Creative director Jonathan Anderson once said that he never imagined what his brand audience would be. Because in his view, this "image" is undescriptable, and definitions such as "LOEWE girl" or "JW Anderson boy" are even less realistic. You have to figure out what you're right for, be true to yourself and make trade-offs, rather than dressing up like a designer from head to toe.
Hyuna will not give the brand a definition of "LOEWE girl".
Choosing Hyunya is a global adventure for the brand. Her arrival will undoubtedly greatly increase brand exposure, but LOEWE also needs to consider how to establish a strong connection between Hyun-Ya and the brand.
Finding the rules inadvertently, no matter how you look at it, from now on, I will try harder to find the "inadvertent" LOEWE traces in Hyuna.
Editor-in-Charge: Nuts
Text and image editors: Chloe, Nut
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