Loewe spotlights Aespa&rsquo;s Giselle in a campaign that traces her fast-paced, on-the-go life through Seoul&rsquo;s quiet corners and electric streets.

Loewe has always had a radar for the women who define now. Not the predictable muses, nor the ceremonial faces of luxury, but the girls who move through the world with an unstudied sort of velocity; those who seem to catch the light even as they&rsquo;re running past it. This season, that instinct leads the Spanish house to Giselle of Aespa: performer, global girl-group force, and the kind of woman who seems permanently mid-transit, slipping between stages, cities, and states of mind.

In Loewe&rsquo;s new campaign, the brand captures her not as an idol frozen in gloss, but as a young woman whose life unfolds at high speed. Shot by Johnny Dufort across Seoul, the imagery channels a performer perpetually on the move: part backstage quiet, part urban blur. There&rsquo;s a sense that Giselle is always headed somewhere &mdash; airport to rehearsal, rehearsal to stage, stage to another city altogether &mdash; but here, she&rsquo;s momentarily caught in the in-between. A Puzzle Panta bag rests on her lap in a rare moment of stillness; a few frames later, she&rsquo;s slicing through downtown Seoul, the city&rsquo;s architecture echoing her own clean, kinetic energy.
It&rsquo;s a portrait of the modern woman &mdash; busy, itinerant, and self-possessed &mdash; whom Loewe continues to elevate. The campaign brings the brand&rsquo;s Spring Summer 2026 pre-collection into focus: the Puzzle, Flamenco, and the freshly re-imagined Hammock Flip, each one rendered with the sort of textural. Denim transmuted into leather. Visible stitching and rivets that feel like a wink at lived-in jeans. A Hammock softened into a shoulder bag and made even more adaptable, its adjustable handles ready to toggle between carry-all and crossbody as fast as a schedule shifts. In other words: bags built for women who don&rsquo;t have time to slow down.

The campaign&rsquo;s interiors are quiet enough to feel like a breath drawn between performances; its cityscapes pulse with the same urgency that animates Aespa&rsquo;s stage presence. The tension between the two, calm and dynamism, mirrors the duality of a performer who must master both.
This balance is what Giselle herself addresses with striking sincerity. Working with Loewe, she says, has shaped not only her sense of fashion but her sense of self: &ldquo;The brand has taught me a lot about not only fashion but the mind as well&hellip; Using craft and colours to portray art has inspired me in so many ways, physically and spiritually.&rdquo; It&rsquo;s the kind of reflection that feels rare in campaigns since it&rsquo;s more of a glimpse into how an artist metabolizes the demands and gifts of her life.
Ultimately, the story Loewe tells here is about the modern woman in motion &mdash; the one navigating careers that compress a year&rsquo;s worth of living into a month, the one who slips between identities with grace, the one who carves out introspective stillness even as cities rush around her. Giselle is simply the latest (and perhaps the most emblematic) face of that narrative: cool, current, in perpetual transit, yet somehow always composed.
In the Philippines, Loewe is exclusively distributed by Stores Specialists, Inc., and is located at Shangri-La Plaza Mall East Wing, Greenbelt 3, and The Mall | NUSTAR Cebu. Visit ssilife.com.ph or follow @ssilifeph on Instagram for more information.

Loewe’s Cool-Girl Continuum Finds Its New Pulse in Giselle of Aespa

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