Every day, it becomes easier to become a brand ambassador. Growing niche audiences force brands to cater their unique products with equally niche influencers. Being an ambassador almost loses its meaning. Who are you influencing? Who is watching?

In the increasingly endless pit of consumer products, it all becomes very hard to track.

LOEWE introduced its newest brand ambassador, Isla Johnston, known for her performance in The Queen’s Gambit. Unlike the abyss of names and products arbitrarily strung together all around, Johnston and LOEWE are a match made in heaven.

Since its founding in 1846 as one of the most established luxury fashion houses, LOEWE has upheld a soft, yet sophisticated approach to clothing and leather. It prides itself on its roots in history, its composure in the present and confident sight into the future. Much like this, Johnston has crafted her career around her own curiosity and strong character. And as she looks forward, she doesn’t plan to let convention contain her.

“Becoming a LOEWE Brand Ambassador means stepping into the world of fashion with a House full of people I adore!” Johnston affirms. “It’s a real honour to witness Jack McCollough and Lazaro Hernandez bringing their visions to life, and to be invited into that journey is incredibly special.”

Like LOEWE, Johnston has a bold future. She has upcoming roles as Joan of Arc in a new film by Baz Luhrmann and an appearance in the supernatural thriller The Carpenter’s Son across from Nicolas Cage. Only time will tell the heights LOEWE and Johnston’s partnership will reach.