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In an industry increasingly shaped by authenticity, representation, and individuality, Arab talent continues to take centre stage in global luxury campaigns. From Cairo to Dubai and beyond, a new generation of creatives is fronting some of the world’s most influential fashion houses – each bringing a distinctive voice, cultural nuance, and personal narrative to the fore.
Salma Abu Deif for Loewe
Egyptian actress and model Salma Abu Deif has officially joined the Loewe family as the house’s first-ever regional Brand Ambassador. Known for her captivating performances and effortless style, Abu Deif brings depth and sophistication to the Spanish brand’s vision of craft and creativity. After training at New York’s Stella Adler Studio of Acting, she gained acclaim for her role in Sheikh Jackson – Egypt’s 2017 submission for the Academy Awards – and has since emerged as one of the Arab world’s most versatile talents.
Announcing her partnership, Abu Deif shared, “It’s an incredible honour to join Loewe as a Brand Ambassador. I’ve long admired the house for its artistry and bold creativity, and this partnership allows me to express myself in new and meaningful ways.”
Karen Wazen for Victoria’s Secret
Photo: Victoria’s Secret
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