Loewe Spring Summer 2024 Women’s Campaign & Lim Ji-Yeon Ambassadorship Announcement

Identity as a performative act. The LOEWE SS24 women’s campaign, shot by David Sims, transcends the different identities of artist Lynda Benglis as re-enacted by LOEWE’s three female Brand Ambassadors: actresses Taylor Russell and Yang Mi, as well as the newest to join the family, Lim Ji-Yeon.

The three women are depicted in a series of identical vignettes that cue the well-known, confrontational iconography of the artist: in the studio working, living her own life, stirring provocation through the art world. A varied range of emotions is brought to life with the individual prowess of acting chameleons. A giant of post-war American sculpture who has redefined the art object through her ceaseless innovation with form and materiality, Lynda 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. Taylor Russell, Yang Mi, and Lim Ji-Yeon each gives their 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. They are caught reclining on a table, sitting on a ladder, leaning against a car, the Screen and Square sunglasses bringing further nuance to the characters. In one image, Taylor Russell holds a feather mask in her hand as she looks straight into the camera, recreating a famous Benglis ad. The environments suggest situations of studio work and domesticity: the continuity between the jewelry pieces and Benglis’ sculptures becomes most apparent ‘in the studio’, suggesting another layer of interpretation.

The still-life pictures are just as performative, depicting bags and shoes—among which a family of soft bags that include the Flamenco Purse, the Squeeze, and Puzzle, together with the Hammock Compact, and then the Comic Folded Pump, Campo Mary Jane mule, Campo sandal, Toy Pump, and Toy Ballerina—as if they are caught acting, too: collapsing, folding, standing on a podium, hung at the rearview mirror of the car.

With its stress on impersonation, the campaign is all about life as action and blunt yet eerie directness.

ABOUT THE CAST

TAYLOR RUSELL

Award-winning Canadian actress and director Taylor Russell is a LOEWE Global Brand Ambassador known for her roles in Luca Guadagnino’s Bones and All (2022) and Waves (2019). She made her directorial debut in 2020 with the documentary short The Heart Still Hums and will make her stage debut in the National Theatre’s upcoming production of Lucy Prebble’s The Effect alongside Paapa Essiedu. She will also appear alongside Ewan McGregor and Ellen Burstyn in Niclas Larsson’s upcoming feature film Mother Couch and will begin production on the new film Hope alongside Alicia Vikander, Michael Fassbender, and Hoyeon.

YANG MI

Actress and LOEWE Global Brand Ambassador Yang Mi has appeared in over 65 films and television series, gaining widespread recognition for her iconic roles in Chinese Paladin 3 (2009) and Eternal Love (2017). As one of China’s most popular contemporary figures, Yang Mi’s words and perspectives have inspired millions, with her distinctive charm and sense of individuality setting her apart as a truly unique talent of our time. Upcoming projects include the new television series Fox Spirit Matchmaker 1 and In the name of the brother.

LIM JI-YEON

A new LOEWE Brand Ambassador, Korean actress Lim Ji-Yeon debuted in the 2011 film Dear Catastrophe and has since appeared in the movies Obsessed, The Treacherous, Luck-key, Tazza: One Eyed Jack, High Society, and the dramas Windy Mi-poong, etc. She has steadily built up her own filmography. She was nominated for the Best New Actress Award at the Blue Dragon Film Awards for her first feature film, Obsessed, and won 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.

On becoming a LOEWE Brand Ambassador, Lim Ji-Yeon says:
”This ambassadorship is a great honour. I love LOEWE; it’s a sophisticated yet playful brand, and Jonathan Anderson is a true icon. I’m very excited to become part of the LOEWE family!”

Jonathan Anderson says:
”Lim Ji-Yeon’s vibe really aligns with what we do at LOEWE. She’s a passionate and skilled actress with an amazing ability to connect with her audience on an emotional level.”

In the Philippines, Loewe is exclusively distributed by Stores Specialists, Inc., and is located at Greenbelt 3 and Shangri-La Plaza Mall East Wing. Visit ssilife.com.ph or follow @ssilifeph on Instagram for more information.