[Resolved] Language suddnely set to Windows (not Steam) language, nickname changed to PCNAME-0123456789ABCDEF

relaunch fixed the issue
don't know what happened

For future reference see the connection icons in the upper left corner of Main Menu, on you are not connected to New World servers thus your profile failed to load.

This may also happen if you happen to be offline on Steam, if you try to launch the game directly via executable file or if your game launched twice.

@Arc thanks for pointing me in the right direction