Bringing the glory to Loewe, Lim Ji Yeon becomes the Maison’s new ambassador

“This ambassadorship is a great honour. I love Loewe, it’s a sophisticated yet playful brand, and Jonathan Anderson is a true icon,” professes Lim Ji Yeon. “I’m very excited to become part of the Loewe family!”

An A-lister and global phenomenon, Korean actress Lim Ji Yeon has steadily built up her cinematic repertoire since her debut film in 2011. Her tenacity and unparalleled acting skills afforded her multiple accolades, including the Newcomer Award at the 51st Daejong International Film Award and the 51st Baeksang Arts Awards. Most recently, she received international acclaim for her role in Netflix’s hit series The Glory and won Best Supporting Actress at Korea’s 59th Baeksang Arts Awards.

Photo by David Sims

Incidentally, this disposition is also what caught the attention of the creative director of Loewe, Jonathan Anderson. “Lim Ji-Yeon’s vibe really aligns with what we do at Loewe,” says the British designer. “She’s a passionate and skilled actress with an amazing ability to connect with her audience on an emotional level.”

In conjunction with the announcement, the brand presents its Spring Summer 2024 Women’s campaign lensed by photographer David Sims, featuring other brand ambassadors, Taylor Russell and Yang Mi. Like a performing act, these three women transcend the different identities of artist Lynda Benglis, a trailblazing figure in post-war American sculpture and muse of the Spring/Summer 2024 women’s collection. Each of these faces gives its own take on Benglis’ iconic posed portraits, sporting the elongated silhouettes, the textural knits, the draped dresses and the twisted daywear that define the pragmatic yet unconventional spirit of the season.

Complementing these ensembles are a suite of soft bags including the Flamenco Purse, Squeeze, and Puzzle, alongside a selection of footwear such as the Comic Folded Pump, Campo Mary Jane mule, Campo sandal, Toy Pump, and Toy Ballerina, all of which animate the spectrum of emotions evoked by the campaign.