MI GENERATION: Cue pandemonium: At its spring 2024 fashion show on Friday during Paris Fashion Week, Loewe will welcome a new global brand ambassador: popular Chinese actress Yang Mi.
The 37-year-old has appeared in more than 65 films and television series, her fame propelled by roles in “Chinese Paladin 3” in 2009 and “Eternal Love” in 2017, for example.
“We’re really proud to be working with a cultural icon who inspires so many around the world,” said Jonathan Anderson, creative director of Loewe. “I can’t wait to see how Yang Mi’s multifaceted talent, style and bold spirit bring this collaboration to life.”
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A graduate of the Beijing Film Academy, Mi is no stranger to fashion brands, and has been a face of Michael Kors, Versace and Victoria’s Secret in recent years.
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She is regarded as one of the most successful and highest-paid Chinese actresses. She counts more than 112 million followers on the Chinese microblogging platform Weibo.
“Loewe has always been my favorite brand,” Yang said in a statement shared exclusively with WWD. “I like how its aesthetic exudes a distinct personality, how the brand expresses itself in such an artistic way, and I really appreciate Jonathan Anderson’s commitment to craftsmanship.
“Together with Loewe, I look forward to creating and sharing new avant-garde ideas on fashion,” she added.
Mi has a penchant for mixing high and low, couture and street, and a serious demeanor that stokes curiosity and adds to her mystique.
Loewe boasts an eclectic clutch of brand ambassadors, including K-pop sensation Taeyong, a member and leader of South Korean boy band NCT, Josh O’Connor, Taylor Russell, Leo Wu and Stephane Bak.
