Loewe, the Spanish luxury fashion house, has named Egyptian actress Salma Abu Deif as its newest brand ambassador. This is a big moment for both Abu Deif and the brand, as she becomes Loewe’s first ambassador from the Middle East. She calls the role an “incredible honor.”
The news follows her recent appearance at Loewe’s Spring/Summer 2026 show in Paris, which was the first collection led by new creative directors Jack McCollough and Lazaro Hernandez.
Abu Deif said she has admired Loewe for its “artistry and bold creativity” for many years.
“This partnership allows me to express myself in new and meaningful ways,” she said. “The brand’s mix of minimalism and innovation has always inspired me, and I love how it celebrates individuality.”
Abu Deif was born in Cairo and studied acting at the Stella Adler Studio in New York. She has built a strong career in film and television. She became known internationally for playing singer Sherine in Sheikh Jackson (2017), which premiered at the Toronto International Film Festival and was Egypt’s Academy Awards entry.
She has also appeared in popular TV series like “Rag’een ya Hawa” and “Halawet El Donia.”
Abu Deif’s new role comes as Loewe enters a creative new phase. Designers McCollough and Hernandez, who founded Proenza Schouler, took over the brand in 2025 after Jonathan Anderson led it for 11 years.
Their first Spring/Summer 2026 collection received praise from fashion critics for being fresh, bold, and full of sculptural designs. Women’s Wear Daily called it “future-looking but full of life and organic textures.”
By welcoming Salma Abu Deif, Loewe is strengthening its presence in the Middle East and showing the rising influence of Arab talent in global luxury fashion. For Abu Deif, this is more than just an endorsement; it is a chance to inspire and represent a new generation of creatives from the region.