Lim Ji-Yeon joins LOEWE as the brand’s newest ambassador

LOEWE enlists actress Lim Ji-Yeon to star in its latest campaign photographed by David Sims.

Renowned luxury fashion house LOEWE has announced the newest addition to its family: Lim Ji-Yeon, a name synonymous with versatility and charisma in the South Korean entertainment industry, who has been appointed as the brand’s latest Ambassador. This collaboration blends Lim’s sophisticated presence with LOEWE’s innovative spirit. Lim Ji-Yeon’s inclusion as a brand Ambassador follows her standout attendance at the brand’s Spring Summer 2024 show last September, where her presence and style captivated both the audience and fashion enthusiasts alike.

Lim Ji-Yeon will headline LOEWE’s Spring Summer 2024 women’s campaign, photographed by fashion photographer David Sims. Creative direction was led by Jonathan Anderson, with styling by Benjamin Bruno, set design by Poppy Bartlett, and production by Holmes Production. Beauty is orchestrated by stylist Jinhee Lim and makeup artist Soye Lee.

Born on June 23, 1990, Lim Ji-Yeon embarked on her journey in the arts with dreams inspired by the musical “Cats.” Despite initial doubts from her parents and a detour through humanities studies, Lim’s unwavering passion led her to Korea National University of Arts, where she studied acting. Her dedication bore fruit when she debuted in the short film “Dear Catastrophe” in 2011, laying the groundwork for a promising career. Lim’s breakthrough came with her feature film debut in “Obsessed” (2014), directed by Kim Dae-woo. Her portrayal of Jong Ga-heun captivated both audiences and film critics, earning her the Best New Actress award at the 51st Grand Bell Awards and nominations at the 51st Baeksang Arts Awards.

Last year, Lim was recognized for her outstanding performance and was honored by the Korea Film Directors Association at the 2023 Bechdel Day Awards in August. She was named Actress of the Year (series category) for her performances in “The Glory” and “Lies Hidden in My Garden.” Judges praised her ability to portray a complex villainess in “The Glory” and lauded her performance in “Lies Hidden in My Garden.”