Few things are better than an unexpected collaboration. This week, Loewe debuted its new spring 2024 pre-collection campaign – and 88-year-old actor Maggie Smith stars at the center of it. Beside fashion fixtures such as Greta Lee, Josh O’Connor, and Taeyong, Smith proved to be the most refreshing cameo of all – because, honestly, did you really ever expect to see Professor McGonagall wearing a Puzzle bag?
The actress – who’s known for her iconic roles in the Harry Potter franchise and Downton Abbey, among others – wears thee distinguished looks, both photographed by Juergen Teller. In one, she wears a giant fuzzy coat with Loewe’s signature Puzzle bag. In another, she sports a white and black turtleneck dress with a ruffled skirt, carrying the house’s Paseo bag. Fashion fans were instantly in love with her fabulous modeling skills. “Maggie Smith for Loewe is everything I never knew I needed,” wrote one user on X, formerly known as Twitter.
This is not the first time a major fashion label has cast a surprising figure in a campaign. Smith’s images instantly drew comparisons to Joan Didion’s 2015 ads for Celine, in which the author wore Celine’s giant sunglasses and sleek black turtleneck. “Maggie Smith for Loewe is Phoebe Philo Céline Joan Didion coded,” wrote another X user. Pamela Anderson also made internet waves last year, when she starred in a Jacquemus holiday campaign – marking the beginning of her fashion (and career) revival. There’s something particularly imaginative about Smith’s high-fashion world, though. It goes to show that great style is ageless.
Below, more reactions from Smith’s Loewe campaign.
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