The actor becomes the inaugural brand ambassador under creative directors Jack McCollough and Lazaro Hernandez
Loewe has named actor Isla Johnston as its first brand ambassador under the creative direction of Jack McCollough and Lazaro Hernandez, marking a quietly significant moment as the House shapes its next chapter. Best known for her breakout role in The Queen’s Gambit, Johnston has since built a body of work defined by restraint, intuition, and a preference for character over spectacle—qualities that align naturally with Loewe’s evolving sensibility. Her appointment signals not just a new face for the brand, but a thoughtful articulation of the values McCollough and Hernandez are beginning to foreground.
Johnston describes the partnership as both personal and energizing. “Becoming a LOEWE Brand Ambassador means stepping into the world of fashion with a House full of people I adore!” she says. “It’s a real honour to witness Jack McCollough and Lazaro Hernandez bringing their visions to life, and to be invited into that journey is incredibly special.” That sense of shared momentum feels particularly apt as Johnston prepares for a slate of ambitious projects, including a starring role as Joan of Arc in a forthcoming Baz Luhrmann film and her appearance opposite Nicolas Cage in the supernatural thriller The Carpenter’s Son—choices that reflect a career guided by curiosity rather than convention.
For Johnston, the connection to Loewe is rooted in a deeper philosophy of creative freedom. “What I connect with most about LOEWE stems from something Lazaro said to me about the opportunities the House gave them in the world of fashion,” she explains, pointing to the rare balance of resources, support, and genuine celebration of experimentation. McCollough and Hernandez see that same openness reflected in her approach. “There is a freshness to Isla’s approach to acting—and to her way of being in the world—that aligns instinctively with our vision for the House and the values we wish to express,” they say. “Her energy is swift and palpable; her beauty luminous and unconstructed.” As Loewe moves forward, Johnston’s presence feels less like a casting decision than a natural conversation—one grounded in craft, curiosity, and the confidence to carve new paths.
