The images showcase the K-pop singer and Loewe global brand ambassador modeling the brand’s Puzzle Fold tote, the Fold shopper and re-proportioned fashion items.
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One of the shots sees Taeyong wearing the brand’s denim anagram jacket and jeans, accessorizing with the Loewe Fold shopper done in collaboration with ceramic studio Suna Fujita. In another image, the singer gets more cozy in a neon green sweater with an equally vibrant purple pastel scarf.
The purpose of the campaign, which also stars other standout talents Maggie Smith, Dakota Fanning and Greta Lee, is to highlight the supposed perfection in imperfection. Taeyong and the other stars were captured nonchalantly against domestic landscapes, including red brick walls, wooden patios and empty pools.
The photos, taken by Juergen Teller, were then ripped out and superimposed onto white backgrounds. The crafted meta-pictures were intended to evoke a sense of materiality and sculptural feeling that aligns with Loewe’s branding.
Taeyong was first announced as a brand ambassador for Loewe back in June, and later attended the brand’s spring 2024 menswear show during Paris Fashion Week wearing a black V-neckline shirt and baggy dark jeans.
“We love his idiosyncratic style,” Loewe’s creative director Jonathan Anderson told WWD in June. “With Taeyong’s many talents spanning songwriting, performing and visual creation, I’m really excited to see what this collaboration will bring.”
“I’ve been a huge fan of Loewe, not only for the designs, but also for the brand’s philosophy and unique way of communicating,” Taeyong told WWD in a statement that same month.
NCT is a K-pop boy band consisting of 26 members and categorized into six subunits, with Taeyong a part of NCT-127. The Korean star released his first solo project “Shalala,” a mini album, in June.
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