Fashion

Salma Abu Deif Is LOEWE’s Newest Ambassador

BYMille Team

November 11, 2025

Egyptian actress and model Salma Abu Deif has officially joined LOEWE as the Spanish luxury house’s newest brand ambassador—and the first from the region— marking a major moment for both her and the brand’s growing presence in the Middle East.

Known for her screen-stealing performances and unshakable cool, Abu Deif’s rise in the region’s entertainment scene has been steady and unmistakable. After training at New York’s Stella Adler Studio of Acting, she made her breakout appearance in Sheikh Jackson, Egypt’s Oscar submission for Best Foreign Language Film in 2017. Since then, she’s built a career balancing commercial hits with critically acclaimed roles, earning a spot on Esquire Middle East’s “40 Most Influential Arabs in Cinema and Television.” Beyond the screen, she’s also become one of the region’s most fashionable figures.

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Her appointment at LOEWE comes at an interesting time for the brand. Earlier this year, creative duo Jack McCollough and Lazaro Hernandez—the designers behind Proenza Schouler—took over the house following Jonathan Anderson’s decade-long tenure. Anderson’s time at LOEWE was transformative, turning it from a heritage leather house into one of fashion’s most cerebral and collectible brands. With McCollough and Hernandez at the helm, LOEWE is entering what feels like a more tactile, almost romantic phase that merges their New York sensibility with the Spanish brand’s craftsmanship and irreverence. Their debut Spring/Summer 2026 collection, which Abu Deif attended in Paris, hinted at this new direction.

“I’ve long admired LOEWE for its artistry and bold creativity,” the actress said of the partnership. “This collaboration allows me to express myself in new and meaningful ways. The brand’s ability to merge minimalism with innovation has always inspired me, and I deeply admire the way it champions individuality.”

As LOEWE’s first ambassador from the region, the 32-year-old joins an international roster that includes the likes of Josh O’Connor, Taylor Russell, and Tang Wei.

Salma Abu Deif Is LOEWE’s Newest Ambassador

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Salma Abu Deif Is LOEWE’s Newest Ambassador

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