LOEWE presents a new campaign capturing profound moments of everyday life across Seoul with Giselle of the global K-pop group aespa, who is also a brand ambassador.

Shot by Johnny Dufort and filmed by Jack Webb, this campaign moves between static interiors and modern architecture, painting a delicate balance between calmness and dynamism, reflecting the duality of a performer in constant motion.

Whether she is resting with the new Puzzle Panta bag on her lap or walking through the city of Seoul, Giselle exudes a serene strength and authenticity, as if she is always in tune with her inner self.

For the campaign, Giselle wears items from the 2026 Spring-Summer pre-collection. Inspired by LOEWE's iconic boots, the enriched Panta animation reinterprets stylish denim elements with leather.

Signature bags like the Puzzle and Flamenco are newly completed with unique details such as denim-inspired stitches and rivets. The Hammock Flip bag worn by Giselle is a new shoulder bag that softly transforms the classic Hammock bag, offering refined sensibility and practicality with its inverted leather structure and stitch details.

With adjustable handles, the bag can be styled in various forms, from a carryall to a crossbody hobo bag. Some shots feature Giselle's personal belongings, such as her beaded bracelet and obsidian piece imbued with moonlight, items she cherishes daily.

Each object infused with Giselle's energy symbolizes the rituals and rhythms that protect her in everyday life. Such meticulous details reflect Giselle's ability to maintain her balance amidst a performer's busy life, revealing her profound inner self and strong spirit beneath her confident appearance.

Through this campaign shoot, Giselle shared, ‘Being with LOEWE is a tremendous honor and something I will be grateful for all my life. LOEWE has taught me much about the depth of not only fashion but also the heart. The way LOEWE expresses art through craft and color has provided me with countless inspirations both practically and spiritually. As an artist, I wish to continue walking the unique path of art with LOEWE. This campaign is another moment where a dream of mine has come true.’

Meanwhile, Giselle is a member of the SM Entertainment group aespa, debuting in 2020 with the single 'Black Mamba'. Since then, she has gained global popularity with hits like 'Next Level', 'Drama', 'Spicy', 'Better Things', 'Supernova', 'Armageddon', and 'Whiplash'. Recently, she has shown musical growth through 'Dirty Work' and 'Rich Man', establishing herself as a global artist with a unique style.