LOEWE has named David Jonsson as its newest brand ambassador. The award-winning British actor joins the House under creative directors Jack McCollough and Lazaro Hernandez, connecting his work across film, television and theatre with LOEWE’s interest in imagination and invention.
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Jonsson brings presence and precision to a career that covers stage and screen. In 2024, he starred as a co-lead in Alien: Romulus, which Fede Álvarez directed. His performance earned him the Rising Star Award at the 2025 EE BAFTA Film Awards and marked a defining point in his growing screen career.
His film credits also include Lionsgate’s adaptation of Stephen King’s The Long Walk and the BAFTA-nominated Wasteman. Jonsson appeared in Rye Lane, which Raine Allen-Miller wrote and directed. These projects sit alongside his television work as Gus in the BBC and HBO series Industry.
Jonsson has also established himself in theatre. He appeared in And Breathe at the Almeida and received the Best Actor prize at the Black British Theatre Awards for his performance. His experience across theatre, television and cinema connects with the curiosity that shapes his new role with LOEWE.
For Jonsson, the partnership grows from a shared interest in imagination, play and the freedom to explore new ideas. He described film as a medium that continues to fascinate him, from the costumes worn by performers to the cameras used to create each scene.
“Film has always fascinated me,” Jonsson said. “From costumes to cameras, it’s pure play. I’m proud to call it my craft. I always want to be somewhere I can redefine.”
That desire to redefine his work informs his connection with LOEWE. Jonsson views the House as a place where creative experimentation can lead toward unfamiliar ideas and unexpected results. “It’s a playground,” he said. “I’m excited for the fun.”
McCollough and Hernandez also recognize the qualities that guide Jonsson’s performances. They describe his approach as attentive, exploratory and unafraid of complexity. The designers connect his work with their own belief that an immediate surface never reveals the complete story.
“David’s approach to craft is attentive, exploratory, unafraid of complexity,” McCollough and Hernandez said. “In his work, as in ours, the surface is never the whole story. We are delighted to welcome him as a brand ambassador.”
Jonsson joins LOEWE as he prepares for several upcoming film projects. He will appear in A24’s The Chaperones and Frank Ocean’s highly anticipated untitled feature. He will also star in Halina Reijn’s Please for A24 alongside Gracie Abrams, Tom Burke and Connor Storrie.
The partnership connects Jonsson and LOEWE through a shared appetite for transformation. Both approach unfamiliar creative territory with curiosity, ambition and imagination. Jonsson enters his ambassador role while continuing to develop a career that crosses film, television and theatre under the new creative direction of McCollough and Hernandez.
