There’s no secret Americans are wildly obsessed with K-pop music (myself included.) Not only are K-pop artists known for their vocals but K-pop idols have taken over the fashion world. From the BTS Louis Vuitton debut for the 2021 menswear show to Rosé for Saint Laurent to Aespa as a face for Givenchy, it makes perfect sense that South Korean singer, songwriter, and rapper Kim Hyun-ah is the lasted global ambassador for Loewe.
Better known by her stage name HyunA, the singer stars as the face for the Spanish leather goods and fashion house’s newly launched Goya bag. The collection comes in an array of vibrant colorways, making the bag as versatile as HyunA’s ever-changing hair color and style aesthetic. Championing Loewe‘s savoir-faire, the purse boasts a timeless silhouette handcrafted in silk calfskin leather and lined with soft Nappa lambskin.
“Becoming a global brand ambassador for LOEWE is truly an amazing honor for me,” says HyunA in a statement. “I am very much looking forward to our upcoming projects for this beautiful brand.”
The veteran South Korean artist’s latest album, I’m Not Cool (which I’ve been listening to on repeat), was released in January 2021 and has ranked at the top of the most listened to songs on Korean streaming platforms. The album has also risen to the top of iTunes worldwide sales charts. The hashtag #imnotcool has generated more than 900 million views with a dance challenge on TikTok.
The Goya bag campaign launch is the first of what we assume will be many projects between the South Korean artist and Loewe. Ahead, shop the timelessly chic bags.
