Luxury OLED TV brand Loewe and its recently acquired French audio visual subsidiary Cabasse have announced they’ll be working with the acclaimed French violinist and composer Esther Abrami, who has signed on as their newest brand ambassador.
Abrami joins a high-profile roster that includes Real Madrid and France football ace Kylian Mbappé and the tennis star Alexander Zverev, who is set to become number one in ATP’s world rankings following his two Grand Slam titles. Loewe and Cabasse are recruiting her to front a comprehensive 360-degree marketing campaign that will run through 2027, during which she will highlight their shared vision of luxury design, elite craftsmanship and musical excellence.
In her new role, Abramis will help Loewe to showcase a wide range of premium home entertainment and lifestyle products, including its newest living room centrepiece, the visually striking antares OLED TV. Launched in July, the antares sets a new standard for bespoke TV customisation, with users able to choose from a range of interchangeable aluminium onlays as well as multiple mounting options. She’ll also help the company to showcase its newly upgraded and compact We. SEE LCD TVs and the Direct LED vega lineup, along with its new aura.matic luxury automatic coffee machine.
For Cabasse, Abrami will champion the AV firm’s premium headphones and its forthcoming Alizé passive loudspeaker lineup, set to debut later this year.
Loewe acquired Cabasse earlier this year in a move that dramatically enhances its portfolio of AV products, paving the way for some interesting collaborations between the two brands that marry Loewe’s modern, user-friendly lifestyle design with Cabasse’s uncompromising luxury and audiophile-grade sound quality. Loewe’s CEO Aslan Khabliev said Abrami is the natural embodiment of Loewe and Cabasse’s unique blend of “technical excellence with emotion,” and will help the companies to “show what extraordinary sound can mean to a new generation of listeners.”
“This partnership feels natural: Loewe and Cabasse share a deep respect for craftsmanship and a commitment to pushing boundaries,” Abrami said. “I’m delighted to join them as brand ambassador.”
We’ve yet to see any collaboratively built products following Loewe’s acquisition of Cabasse, but the close relationship between the two brands means they’ll be able to explore some interesting possibilities. The combination of Loewe’s beautiful design and visual excellence, combined with Cabasse’s acoustic pedigree gives rise to the possibility that we may one day see a next-generation OLED TV that fully integrates the French company’s premium sound technology to bring the cinematic experience to the next level.
