LOEWE has named Isla Johnston as its first Brand Ambassador under the creative direction of Jack McCollough and Lazaro Hernandez, marking an important early signal of the House’s new chapter. Announced in Paris on February 10, 2026, the appointment reflects a shared focus on intuition, character, and creative freedom.
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Johnston first drew international attention with her breakout role in The Queen’s Gambit, and has since built a body of work defined by restraint and emotional precision. Rather than pursuing spectacle, her performances tend toward quiet intensity, favoring nuance over overt drama. That sensibility aligns closely with LOEWE’s evolving direction, where craft, experimentation, and individuality sit at the center of the conversation.
Speaking on the appointment, Johnston described the role as an opportunity to step into fashion alongside people she deeply admires. She highlighted the significance of witnessing McCollough and Hernandez bring their vision to life at the House, and of being invited into that process at its outset. For Johnston, the partnership represents participation rather than arrival.
Her upcoming projects further underscore a trajectory shaped by bold creative choices. She is set to star as Joan of Arc in a new film by Baz Luhrmann, and will appear opposite Nicolas Cage in the supernatural thriller The Carpenter’s Son. Both roles continue her pattern of selecting projects that prioritize vision and narrative risk.
Johnston has spoken openly about her connection to LOEWE’s internal culture, citing conversations with Hernandez about the rarity of having both the resources to create and an audience willing to embrace experimentation. She drew parallels between that environment and her own career path, shaped by opportunities to explore personal ideas while remaining grounded in storytelling. That sense of alignment, she noted, made the partnership feel instinctive.
For McCollough and Hernandez, Johnston represents a new generation of actors whose presence feels unforced yet resonant. In a joint statement, they pointed to the freshness of her approach, describing her energy as immediate and her beauty as unconstructed. They see in her a natural extension of the values they aim to articulate at LOEWE, spontaneous, rigorous, and open to possibility.
Founded in 1846, LOEWE entered a new era in 2025 with McCollough and Hernandez at the creative helm. Johnston’s appointment as the first Brand Ambassador under their direction sets the tone for that evolution, suggesting a House attentive to character, craft, and the space where fashion and creative expression meet.
