As the new creative directors of Loewe become more and more accustomed to their seats, they keep things moving and announcing new additions to their family and fresh vision. Today, the Spanish House has named David Jonsson as its newest brand ambassador, placing the British actor alongside the new creative direction of Jack McCollough and Lazaro Hernandez.
Jonsson is not the kind of actor whose appeal can be reduced to a red-carpet image. Since his breakout in Raine Allen-Miller’s Rye Lane, he’s made a habit of sidestepping the obvious: a sharp turn in Industry, a quietly unnerving performance in Alien: Romulus, and stage work in And Breathe at the Almeida. The latter earned him Best Actor at the Black British Theatre Awards; the former brought him the 2025 EE BAFTA Rising Star Award. There is polish there, certainly, but also friction.
That friction is why the pairing works. Loewe has always understood that craft becomes most compelling when it’s allowed to be strange, tactile and a little unresolved. With McCollough and Hernandez now steering the House, choosing an actor whose presence is intelligent rather than merely immaculate suggests an appetite for a different kind of glamour: one with texture and a pulse.
Jonsson puts it more playfully. “Film has always fascinated me. 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.” He also describes Loewe as “a playground”, adding: “I’m excited for the fun.”
McCollough and Hernandez, for their part, call Jonsson “attentive, exploratory, unafraid of complexity” — qualities that feel increasingly rare in ambassador announcements engineered for instant legibility. With The Chaperones, an untitled Frank Ocean feature and Halina Reijn’s Please on his horizon, Jonsson is arriving at Loewe in motion. That may be the point.
