Loewe Unveils Seoul Campaign with Giselle

Loewe has unveiled a new campaign featuring aespa's Giselle, reinterpreting the essence of Seoul through the brand's distinctive visual language. Set against the city's interplay of stillness and motion, Giselle moves through the frames with quiet intensity, accompanied by signature pieces including the Puzzle Panta bag. Her simple gestures—walking, pausing—become a dialogue between urban rhythm and the brand's craft-centered philosophy.

The 2026 pre-collection showcased in the campaign highlights Loewe's ongoing exploration of materials and form. Denim reimagined in leather and the adaptable Hammock Flip bag exemplify the house's commitment to experimental yet wearable design. These pieces blur the line between object and accessory, designed to integrate seamlessly into the wearer's daily life while retaining a sculptural edge. Loewe continues to challenge conventional luxury codes by transforming traditional materials into contemporary statements.

Giselle described the collaboration as "a moment of artistic connection," reflecting on how Seoul's character aligns with Loewe's identity. As luxury houses increasingly collaborate with K-pop artists, Loewe's approach stands out for weaving the city's narrative and the performer's individuality into a cohesive visual story. The campaign positions Giselle not merely as a model but as an interpreter of both place and craft, bridging cultural and creative worlds.