Julia Garner has been named global brand ambassador for Loewe, becoming the first figure chosen for the role under the creative direction of Jack McCollough and Lazaro Hernandez. The appointment marks an important moment for the Spanish luxury house as it begins a new chapter in its visual identity and brand strategy.
Garner is known for standout roles in the TV series Ozark and Inventing Anna, which earned her a Golden Globe Award and three Primetime Emmy Awards.
She has also appeared in Weapons and The Fantastic Four: First Steps, and will soon star opposite Charlize Theron in the Amazon MGM Studios film Tyrant. Another major project ahead is portraying Madonna in a biopic about the pop icon.
Her personal style often leans towards retro glamour, which contrasts with the designers’ modern take on femininity. That contrast could mark a new fashion direction for the actress as the partnership develops.
Garner has said Loewe’s focus on craftsmanship was a major draw. She sees a clear link between fashion and acting, both of which rely on patience, discipline and attention to detail. The designers say their connection with her was immediate, pointing to her curiosity and willingness to take creative risks as qualities that align with their vision for the brand.
Under the designers’ leadership, Garner’s appointment underscores the brand’s push towards bold exploration and individuality.
