Review of Loewe with Pre-Spring 2023 Ad Campaign by Creative Director Jonathan Anderson and Photographer Kim Sunhye with models NMIXX
Leaning into the trending signals that all things K-Pop over K-ardashian will be the future of fashion, Loewe have teamed up with their Global Brand Ambassadors, the all-female K-pop group NMIXX – Lily, Haewon, Sullyoon, Jinni, Bae, Jiwoo, and Kyujin – in their latest campaign for their spring summer 2023 pre-collection, shot by Kim Sunhye.
As an ensemble, the Korean pop-group offer something for everyone, and for an ad campaign the opportunity to showcase the broad range of looks available as part of the transitional collection. The campaign brought together a mix of sporty and street, remixed with preppy and lady, with each band member styled according to her personality, allowing fans to seamlessly gravitate and buy into the outfits worn by their fave. Although opting for a minimalist studio setting, the seven-strong group casting, all styled as individuals allowed Loewe to amplify their relevancy to a generation who prides a sense of self over everything else.
Where the campaign gets Meta, is what sets it apart and will no doubt drive social media engagement for the ‘viralability’ of the images. The personalised face print dresses, which were envisioned by Creative Director Jonathan Anderson, when blown-up to billboard sized proportions will have the effect of the watcher being watched, but what better way than to be overseen by your favourite K-pop group.
And what is a campaign now if it is not remixed for TikTok, with its own custom sound. So, to accompany the roll-out of images NMIXX created their own video playing on the brands letters L-O-E-W-E to a tune in their signature MIXXPOP style. For today’s digital-first generation, this is a smart move, as to organically reach these new audiences brands need to create content that is fun and entertaining, in order to build a community that will in turn buy into products over the long term. And with their TikTok video, NMIXX and Loewe managed to unwittingly (or purposely) create a digital ad campaign which managed to do both.
Loewe Creative Director | Jonathan Anderson
Photographer | Kim Sunhye
Talents | NMIXX: Lily, Haewon, Sullyoon, Jinni, Bae, Jiwoo, and Kyujin
Hair & Makeup | Oui Oui Atelier