Celebrity Name: Julia Garner
Brand Name: Loewe
Deal Type: Global Brand Ambassadorship
Announced: March 3, 2026
Impact: Positions Garner as the face of Loewe’s new creative era and strengthens the brand’s alignment with critically acclaimed acting talent
- Julia Garner has been named Loewe’s newest Global Ambassador, the first personally selected by incoming creative directors Jack McCollough and Lázaro Hernández.
- The Emmy and Golden Globe-winning actress, best known for Ozark and Inventing Anna, transitions from a 2025 Gucci partnership to front Loewe’s new creative era.
- McCollough and Hernández praised Garner’s “ceaseless curiosity” and fearless approach to performance as core reasons for the appointment.
- Garner is currently at a career high point, with upcoming projects including Tyrant opposite Charlize Theron and a long-anticipated Madonna biopic.
Loewe has named U.S. actress Julia Garner as its global brand ambassador, marking the first appointment of its kind under the creative direction of Jack McCollough and Lázaro Hernández, and heralding a new chapter in the house’s image strategy.
The American actress, internationally recognized for her role as Ruth Langmore in Ozark, leaves behind her previous association with Gucci to align with the Spanish maison.
McCollough and Hernández said they felt an immediate connection with Garner, lauding her fearlessness in bringing characters to life on screen. “We admire those who dare to explore: Julia certainly has that ceaseless curiosity, and we are happy she can bring this to Loewe,” the designers said.
Garner herself was moved by the personal nature of the selection. “Becoming the first global ambassador personally chosen by Jack and Lázaro feels deeply personal. There is something very exciting about being seen in that way,” she said.
For those less familiar with the brand’s latest evolution: McCollough and Hernández are the founders of Proenza Schouler, which they launched in New York in 2002, before stepping down as creative directors there to take up the Loewe assignment.
On the career front, Garner is riding serious momentum. She recently wrapped production on the Netflix series The Altruists, where she also serves as executive producer. She will next star in Tyrant alongside Charlize Theron, and has been confirmed to portray Madonna in a highly anticipated biopic.
Add three consecutive Primetime Emmy Awards and a Golden Globe to the résumé, and it’s clear why Loewe came calling.
Founded in Madrid in 1846, Loewe is part of the LVMH portfolio and closed the 2024 financial year with revenue of €885.2 million, up 9.2% year over year.
The brand has long leaned into acclaimed acting talent, similar to how Sydney Sweeney recently starred in a bold new campaign for SYRN Lingerie and Samuel L. Jackson fronted a major Adidas campaign, showing that Hollywood star power continues to drive luxury and lifestyle brand narratives.
In recent weeks, McCollough and Hernández also brought on board Isla Johnston and Théodore Pellerin as brand ambassadors, ahead of their sophomore Loewe collection show.
Takeaways
By choosing Julia Garner as the very first ambassador of their Loewe tenure, McCollough and Hernández are signaling exactly what kind of house they want to build: one rooted in artistic integrity, unconventional beauty, and real creative depth.
Garner isn’t a red-carpet fixture in the traditional sense; she’s a character actor with serious range, and that specificity feels intentional. Loewe isn’t chasing the loudest name in the room; they’re chasing the most interesting one.
For Garner, the move also feels like a natural evolution. After years building fashion credibility through Gucci, stepping into a brand that’s actively being reimagined gives her real creative agency, not just a campaign check.
Does Julia Garner’s casting tell us something about the new direction Loewe is heading in under McCollough and Hernández? Is Loewe’s strategy of pairing with critically acclaimed actors a competitive advantage in luxury today?
