Salma Abu Deif joins Loewe as its newest Brand Ambassador
An Egyptian Model and actor trained at Stella Adler Studio of Acting, quickly making her name in both film and fashion. The Cairo-born actress is leading her career to star in multiple esteemed Arabic television series and films. Notably, she played the role of Sherine in Sheikh Jackson, which was featured at the Toronto International Film Festival and was also chosen to represent Egypt at the 2017 Academy Awards in the Best Foreign Language Film category.
Salma Abu Deif join the first-ever Middle Eastern to join Loewe
Salma continues to redefine how Arabs are represented in the global luxury market. She initially got recognition in 2021 when she was cast as the face of Maison Valentino in a remarkable collaboration that lasted more than two years and became one of the earliest Arab celebrities to be signed by an iconic international fashion house.
She recently attended Loewe’s Spring/Summer 2026 runway show in Paris, which was the first collection designed by the brand’s new creative directors, Jack McCollough and Lazaro Hernandez.
As the first Loewe brand ambassador in the Middle East, She said that she has always admired the brand for its artistry and bold creativity and called it an incredible honour to work with Loewe.
“This partnership gives me a chance to express myself in new and valuable ways. I have always been driven by how the brand merges minimalism with innovation and truly admire how it celebrates individuality,” She added.
By blending New York sensibility with Spanish Charm, McCollough and Hernandez are leading the brand and making Loewe enter a more tactile and slightly romantic phase that merges craftsmanship with New York’s style. Their first Spring/Summer 2026 collection gave a hint of this new direction.
Salma Abu Deif is marked by an impressive achievement. And now, as the first in the region to become the new face of Loewe, her debut will unlock the future opportunities for the Middle East in the luxury scene.
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