Egyptian actress Salma Abu Deif has been named the newest brand ambassador for the Spanish luxury fashion house Loewe, becoming the first to represent the brand in the Middle East. Abu Deif attended Loewe's Spring/Summer 2026 runway show in Paris, which showcased the debut collection under the creative direction of Jack McCollough and Lazaro Hernandez. She expressed her admiration for Loewe's artistry and creativity, highlighting the brand's commitment to individuality and innovation. Abu Deif, trained at the Stella Adler Studio of Acting in New York, is known for her roles in films such as 'Sheikh Jackson' and series like 'Rag'een ya Hawa.' Her appointment coincides with Loewe's new chapter under McCollough and Hernandez, whose first collection has received praise for its bold colors and sculptural designs.