Isla Johnston becomes Loewe’s new ambassador, signalling the start of a new creative era

The young British actress, set to star in Baz Luhrmann’s upcoming Joan of Arc biopic, inaugurates a new chapter under Loewe’s creative leadership.

Loewe has welcomed a new face into its creative universe with the appointment of Isla Johnston as the House’s latest ambassador, as confirmed by WWD. At just 18, the British actress becomes the first figure selected by the brand’s new creative duo, marking a clear statement of intent towards the future and a generation that understands fashion as cultural expression and creative freedom.

Recently chosen to lead the ambitious Joan of Arc biopic directed by Baz Luhrmann, Johnston is entering a pivotal moment in her career. She began acting in British television with series such as Kiri and Doctors, before gaining international recognition through The Queen’s Gambit, where she quickly stood out as one of the most promising young talents of her generation. Her film credits include The Carpenter’s Son and the upcoming thriller Visitation.

From Loewe’s creative direction, Jack McCollough and Lazaro Hernandez have highlighted Johnston’s freshness, spontaneity and instinctive approach to performance as qualities that align naturally with the House’s DNA. Johnston herself has spoken about her connection to Loewe as being rooted in the freedom to create, develop an individual identity and tell stories without restriction.

The appointment comes at a key moment for the brand, which is preparing to present its second collection under the new creative leadership during Paris Fashion Week. More than a symbolic choice, Isla Johnston’s role as ambassador reinforces Loewe’s commitment to emerging talent, authenticity and a contemporary vision of luxury shaped by creativity and emotion.