Out of the Box: As Loewe's New Global Ambassador, HyunA's Eclectic Style Will Combine with Jonathan Anderson's Vision - Lifestyle Asia

The South Korean singer, songwriter, and rapper’s attention-grabbing fashion will feel at home at the Spanish luxury label.

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Spanish luxury fashion house Loewe recently revealed that Kim Hyun-ah (or HyunA) is their new global ambassador. The former 4Minute member follows a spate of South Korean stars fronting luxury brands of late, from BTS for Louis Vuitton to Hyun Bin for Tom Ford to Joy for Tod’s.

“Becoming a global brand ambassador for Loewe is truly an amazing honor for me,” says the 29-year-old singer, songwriter, and rapper. “I am very much looking forward to our upcoming projects for this beautiful brand.”

Born in Seoul, HyunA first joined the Wonder Girls in 2007 as the group’s lead rapper, but quickly left due to health reasons. She came back in 2009 with 4Minute, and stayed until they disbanded seven years later. Throughout those years, she dabbled in solo projects, eventually coming into her own and building a full discography that included the likes of PSY.

Eclectic fashion

Known also for her style, the musical artist is known for her intriguing costumes on stage. “She’s not afraid to explore different aesthetics off-stage either,” describes a Clozette piece on HyunA. “From Y2K fashion to athleisure to sleek, chic outfits, she’s tried them all.”

The Qoos also describes the artist as someone who doesn’t take the traditional route when it comes to her style, much like how she handles her professional life. “It’s always daring to be bold and break various fashion rules and taboos with her eclectic, mix-and-match tastes,” goes their 2020 closet raid story.  

Being referred to someone who “pushes the envelope” gives a clue to why Loewe zoned in on HyunA as their ambassador as the label is usually not afraid to be atypical. And brand’s creative director Jonathan Anderson couldn’t be happier. “I am thrilled to welcome HyunA to the Loewe family,” he says. “Very much looking forward to this exciting partnership and working closely together.”

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