Loewe unveils its Spring/Summer 2024 campaign, introduces Korean actress Lim Ji-Yeon as its new ambassador

Loewe has unveiled its women’s campaign for the Spring/Summer 2024 season. Captured by David Sims, the campaign stars three female brand ambassadors: Taylor Russell and Yang Mi, as well as the newest to join the Loewe family, Lim Ji-Yeon.

“Lim Ji-Yeon’s style fits perfectly with what we do at Loewe. She is a passionate and talented actress, with an amazing ability to connect with the public on an emotional level,” expressed Jonathan Anderson, creative director of the Spanish-born brand.

Lim Ji-Yeon’s cinematic journey began in 2011 with her debut in “Dear Catastrophe,” followed by notable roles in films such as “High Society” and “One Eyed Jack,” earning her acclaim and a nomination for Best New Actress at the Blue Dragon Film Awards.

“Being an ambassador for the house is a great honor. I love Loewe; it’s a sophisticated yet fun brand, and Jonathan Anderson is a true icon,” said the Korean actress.

Loewe’s new ambassador co-stars in this Spring/Summer 2024 campaign alongside Canadian actress and director, Taylor Russell, and Chinese actress, Yang Mi. The trio was portrayed by David Sims in a production inspired by the work and identities of artist Lynda Benglis, one of the leading figures in American post-war sculpture who “has redefined the art object through her ceaseless innovation with form and materiality,” according to Loewe.

Benglis is “the inspiration behind the collection, both as a personality and the designer of the sculptural jewelry pieces that adorn some of the looks,” detailed the luxury brand. “Taylor Russell, Yang Mi, and Lim Ji-Yeon each gives her own take on Benglis’s 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,” the brand added.

Alongside the portraits of the actresses, the campaign includes a selection of still lifes featuring coveted Loewe pieces such as the Flamenco Puse, Squeeze, Puzzle, or Hammock Compact bags, and the Comic shoes or Campo mules, each item imbued with a sense of performance and artistry.

“With its emphasis on imitation, the campaign focuses on life as action and on a blunt yet unsettling frankness,” concluded Loewe.