Loewe has had the privilege of many famous faces fronting its campaigns. However, none are as majestic as the grand dame herself, Maggie Smith.
Smith, 88, is the latest A-Lister to front a campaign for Loewe, lensed by legendary celebrity photographer Juergen Teller and imagined by the brand’s creative director, Jonathan Anderson.
For the campaign, the Harry Potter actress stands before a simple brick wall, presenting the fashion house’s latest designs for Spring Summer 2024, including its coveted Puzzle Bag.
The campaign immediately swept social media, with celebrities heaping praise on the release.
Schitt’s Creek star Dan Levy commented “Are you kidding me”, while Kaia Gerber followed-up with a “wow”. Meanwhile, Mammia Mia: Here We Go Again actress Lily James compounded her awe with a deserving “Wow wow wow wow”.
Maggie Smith joins actresses Dakota Fanning and Greta Lee, The Crown star Josh O’Connor, South Korean musician Taeyong, model FeiFei Sun, artist Rachel Jones, and actor Mike Faist, as the new faces for Loewe SS24.
Loewe has never shied away from less-conventional celebrity talent, typically delving into artistic scenes across the world, avoiding strictly A-list faces. It tends to work with those keen to champion a playful sense of style with their charisma and edge.
However, as the brand hath risen (and, boy, hath it!), it has courted bigger and bigger names on its front row.
Loewe has counted Jamie Dornan, Taylor Russell and more among its recent muses. Smith is also not the only among its cohort of more mature faces, with the campaign inviting actor Anthony Hopkins (Silence Of The Lambs), aged 85, and artist Lynda Benglis, 81, to work on Loewe campaigns.
This article originally appeared on ELLE Australia.
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