SONG CONTEST: The K-wave continues: South Korean actor Song Kang has been tapped as Loewe‘s latest brand ambassador.

The Spanish luxury house, owned by LVMH Moët Hennessy Louis Vuitton, lauded his “powerful screen presence and memorable personal style.”

Sometimes called a “son of Netflix” since his most popular series are streamed on the platform, Song, 31, is known for his performances in “Love Alarm” — his breakout role — and “Sweet Home.”

He made his acting debut in 2017 in the television series “The Liar and His Lover,” a romantic comedy set in the music industry.

Most recently he played the lead role in “My Demon,” portraying a mischievous, rather than brooding, immortal, before taking a break from acting to complete his mandatory military service.

In a statement the brand shared first with WWD, Song said, “I have always been drawn to Loewe’s innovative approach to craft and leather. In my work, the balance between experimentation and staying true to my artistic roots is just as essential, which makes me genuinely excited to begin this new chapter together.”

A familiar face in fashion’s front rows, Song has been associated with a range of brands in the past, including Prada, Bobbi Brown Cosmetics and Banila Co.

Loewe is writing its next chapter under American design duo Jack McCollough and Lazaro Hernandez, who paraded their first collection last month in Paris for the spring 2026 season.

Loewe’s other brand ambassadors include Wang Yibo, Stephane Bak, Giselle, Jiang Qiming, Chen Duling and Kara Wai.