Salma Abu Deif has officially entered her Loewe era, and her Instagram makes it clear she’s enjoying every second of it. The fashion house announced her as its newest brand ambassador on November 11, 2025.
It is such a proud moment because Salma is the first Arab talent ever to represent the Spanish luxury brand. To her, being a part of Loewe feels like a genuine step toward building meaningful experiences.
With about 3.7 million Instagram followers, Salma’s presence reaches far beyond the Middle East. Being the first Arab ambassador makes her feel like the perfect link between Loewe and the region, while also pushing Arab representation onto a larger global fashion stage. Loewe values Salma’s ability to be simple and creative, along with her passion for individuality and artistic expression.
Salma’s journey didn’t begin in fashion. At just 16, she worked as a radio announcer on Rehab FM Egypt, before going into Acting in 2017. Her breakout moment came quickly with the movie, “Sheikh Jackson”, which was a huge hit. It premiered at the Toronto International Film Festival and became Egypt’s official submission to the Oscars.
After that, she went from TV roles to the Netflix movie, “ The Killer”. And then, Fashion noticed her.
Salma became the face of Maison Valentino in 2020 and again in 2023. But that’s not all, she had a collaboration with MAC Cosmetics, and even launched her own swimwear brand, ELMA, in 2022.
Beyond her acting roles, Salma has become a strong fashion presence in the MENA region. She has graced the covers of Vogue Arabia, Harper’s Bazaar Arabia, and other major publications.
What people love most is her authenticity, her warm colour palettes and how effortless her style feels. She knows how to blend her Arab roots with a global look and that is why she stands out.
Now that she is officially part of the Loewe family, we’ll definitely be seeing her in those front-row seats.