LOEWE has announced Egyptian actress and model Salma Abu Deif as its newest Brand Ambassador, and the Spanish luxury house’s first ambassador for the region.

Salma Abu Deif has carved out a distinct space for herself in the worlds of film, television, and fashion. Her breakout role in Sheikh Jackson, which premiered at the Toronto International Film Festival and was selected as Egypt’s entry for the 2017 Academy Awards, established her as one of the Arab world’s most promising stars. Since then, she has appeared in a series of acclaimed productions. 

Beyond acting, Salma’s striking personal style and effortless confidence have made her a fixture on regional and international red carpets. Her fashion choices reflect a modern, fearless aesthetic that aligns seamlessly with LOEWE’s philosophy. Most recently, she attended the LOEWE Spring/Summer 2026 women’s runway show in Paris, the first under new creative directors Jack McCollough and Lazaro Hernandez, where her appearance captured attention for its understated elegance.

Reflecting on the appointment, Salma said: “It’s an incredible honour to join LOEWE as a Brand Ambassador. I’ve long admired the house for its artistry and bold creativity, and this partnership 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. I’m excited to represent these values as an ambassador and to share in a journey that celebrates creativity, self-expression, and craft at the highest level.”

Salma’s partnership underscores the brand’s ongoing expansion in the Middle East and its dedication to bridging global artistry with regional voices.