LOEWE has named Théodore Pellerin as their first male brand ambassador to join the House under the creative direction of Jack McCollough and Lazaro Hernandez. Following the announcement of Isla Johnston earlier this month, the news comes fresh from Paris ahead of the show next week with imagery captured by Phoebe Salmon.
For Pellerin, the partnership is rooted in alignment rather than image. He describes LOEWE as a house led by intelligence and curiosity, one that values personal voice over performance. That sensibility mirrors his own approach to acting, which favors precision, patience, and work that often unfolds quietly before it ever reaches the surface.
A Canadian actor whose career spans independent cinema and larger productions, Pellerin has collaborated with directors including Ari Aster, Eliza Hittman, Xavier Dolan, and Sophie Dupuis. He was recently nominated for an Independent Spirit Award for Lurker and received the Louis Roederer Foundation Rising Star Award for Nino, along with a César Award nomination. He has since wrapped Nicole Garcia’s Milo opposite Marion Cotillard and is currently filming Tom Ford’s Cry to Heaven in Rome.
That balance of rigor and openness is what McCollough and Hernandez recognize in Pellerin. They point to his instinct to experiment and his ability to let effort dissolve into something lighter, qualities that echo their evolving vision for LOEWE. As the House enters this new chapter, the appointment reads less as a formal alignment and more as a natural extension of shared values.