LOEWE goes POP in a dynamic new campaign presenting Global Brand Ambassadors NMIXX in key looks of the SS23 precollection. Known for their bold spirit and signature genre-fusing sound, seven-piece K-pop group NMIXX are LOEWE’s newest Global Brand Ambassadors; an exciting collaboration that blends their daring energy with the house’s inventive vision for the future. The latest campaign sees the group bring a unique twist to looks from the new SS23 precollection, from personalised Face print dresses, to colourful new editions of signature bags and transitional ready-to-wear.
The collection’s striking Face print dress has been reimagined for the campaign, with Lily, Haewon, Sullyoon, Jinni, Bae, Jiwoo, and Kyujin wearing one-of-a-kind custom versions featuring their own faces—a playfully meta editorial concept envisioned by creative director Jonathan Anderson. Elsewhere, multi-layered styling reflects the collection’s sporty, laidback attitude. Highlights include oversized hoodies, streamlined outerwear, and the Folded boot in denim, as well as new editions of the Compact Hammock bag, Puffer Goya mini, and the iconic Puzzle in an array of new colours.
Accompanying the campaign images, the brand has created a playful TikTok video featuring NMIXX styled in the SS23 precollection and singing an upbeat chorus of L-O-E-W-E in their signature MIXXPOP style.
