K-pop star HyunA joins the Loewe family as their new global ambassador

Since her debut in 2007, Kim Hyun-ah—better known as HyunA—has captivated global audiences. Over the span of her career, she has been fearless in taking on new challenges, from pursuing a solo career after her stint in the monumental K-pop group, Wonder Girls, to experimenting with new sounds and launching a co-ed music group, Triple H. Always keeping with the times, the eponymous title track of her latest album, I'm Not Cool, has even earned itself a viral dance challenge on TikTok.

However, HyunA has also established herself as a style icon as much as a talented fixture of the Korean music industry. These days, she has embraced her early girl-next-door aesthetic from her Bubble Pop! era, presenting to the world a unique style persona that combines her trademark sweetness with edgier elements that reflect her artistic and personal growth. It is no wonder that Spanish luxury fashion house, Loewe was keen to tap into the fashion and beauty trendsetter's influence by appointing her as their latest global ambassador. 

"I am thrilled to welcome HyunA to the Loewe family. Very much looking forward to this exciting partnership and working closely together," says creative director of Loewe, Jonathan Anderson

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"Becoming a global brand ambassador for Loewe is truly an amazing honour for me. I am very much looking forward to our upcoming projects for this beautiful brand," says the K-pop star, who is photographed posing with a Goya bag in bright yellow smooth silk calfskin, the newest addition to Loewe's portfolio of leather handbags. 

While some fans of both Loewe and HyunA have that the news of their partnership is unconventional and potentially incongruous with either's style, many others are eager to see how the two worlds will collide to elevate the 175-year-old luxury brand's beloved fashion offerings. 

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