Loewe appoints actor Théodore Pellerin as global ambassador, strengthening its dialogue between fashion, auteur cinema and contemporary creativity.
Loewe continues to deepen its connection with contemporary cinema by announcing Canadian actor Théodore Pellerin as its new global ambassador. The appointment coincides with the brand’s new creative chapter under Jack McCollough and Lazaro Hernandez, who will unveil their first co-ed show on 6 March during Paris Fashion Week — an event Pellerin will attend as a featured guest.
At 28, Pellerin has established himself as one of the most compelling emerging talents on the international scene. While his breakthrough came with ‘Family First’ (2018), his global profile expanded significantly after portraying Jacques de Bascher in the series ‘Becoming Karl Lagerfeld’, a role that brought him closer to the fashion world and introduced him to a wider audience.
The maison has highlighted his ability to move seamlessly between independent cinema and larger-scale productions — a duality that mirrors Loewe’s own philosophy of balancing artisanal heritage with experimental spirit. According to the creative direction, the actor embodies a sense of natural ease and playful interpretation, qualities the house associates with craftsmanship and artistic expression.
Pellerin’s schedule remains dynamic. He is currently filming ‘Cry to Heaven’ in Rome, Tom Ford’s adaptation of Anne Rice’s novel, and recently wrapped ‘Milo’ alongside Marion Cotillard. He has also collaborated with filmmakers such as Ari Aster and Xavier Dolan, alternating between film, television and theatre.
The actor describes the partnership as a creative affinity rather than a purely commercial endorsement, emphasising the attention to detail and time the house dedicates to each piece — elements he compares to the acting process itself.
With this appointment, Loewe reaffirms its preference for culturally resonant figures over conventional celebrity ambassadors, reinforcing a brand identity rooted in art, authorship and contemporary narrative.
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