Salma Abu Deif is a new face for LOEWE. A strategic partnership and a new creative chapter

In a strategic step that coincided with the launch of the new creative vision for the house, the prestigious “LOEWE” brand announced the selection of the Egyptian actress and model, Salma Abu Deif, as its new ambassador.

This announcement comes; To link one of the most prominent emerging Arab talents, who has become an icon in the worlds of entertainment and fashion, with the luxury Spanish house, which is witnessing a new chapter of innovation.

Abu Deif, a graduate of the Stella Adler Studio Acting Institute in New York, has succeeded in establishing her position thanks to her exceptional presence and her ability to add remarkable depth to her roles, relying on authentic acting techniques. Her fame was not limited to her artistic talent only, but also extended to her unique style of fashion coordination, which made her an influential and inspiring name.

This relationship was strengthened recently, with the remarkable presence of the Egyptian beauty at the “LOEWE” show, special for the women’s fashion collection for the spring and summer season of 2026 in Paris. This show was not ordinary, as it represented the first start under the creative management of the duo: Jack McCullough and Lazaro Hernandez, who took over their duties in April 2025.

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Commenting on this selection, Salma Abu Deif said: “I am honored to join the list of ambassadors for LOEWE, a brand that has always captivated me with its amazing artistic vision and unique creative audacity. Cooperation with it comes; To open new horizons for me; To express myself in innovative ways that reflect my true personality.”

She added: “The house’s ability to combine simplicity and innovation has always been a source of inspiration and admiration for me, especially its exceptional way of celebrating individuality. Therefore, I look forward to representing these values ​​as an ambassador for the house, and to participating in its journey that triumphs for creativity and craftsmanship, and moves methods of self-expression to unprecedented spaces.”

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It is noteworthy that Salma Abu Deif, who was included by “Esquire Middle East” magazine, among the list of the 40 most influential Arab figures, has a busy career, which began with her main role in the movie “Sheikh Jackson” (2017), which was shown at the “Toronto International Film Festival,” and she was chosen to represent Egypt in the “Oscars” awards.

Salma’s joining comes at a pivotal moment of renewal for the “LOEWE” house, which was founded in Spain in 1846. With the creative direction of the duo: McCullough and Hernandez, the house aims to redefine its core vision through a fun and bold approach, based on its long-standing experience with leather products, and its outgoing Spanish spirit.

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