88-year-old Maggie Smith is front-and-center in the trippy new shots.
Fashion fans and film buffs alike are celebrating — Dame Maggie Smith, who famously played Professor McGonagall in the Harry Potter film franchise, stars in luxe Spanish house Loewe's new ads, giving a bit of magic to the campaign in the process. It's officially promoting Loewe's Spring 2024 pre-collection and Smith stands alongside Greta Lee, Taeyong, Dakota Fanning, Fei Fei Sun, and Josh O’Connor to offer up a bit of star power to the already buzzy brand. Famed photographer Juergen Teller shot the campaign with his signature low-key, pared-down style, letting the accessories and clothes shine against zigzag couches, brick walls, and graphic Tumblr-ready photo treatments.
“The campaign is a further installment of the ongoing dialogue between creative director Jonathan Anderson and photographer Juergen Teller,” Loewe shared in a press release. "And is embodied by the unique cast of personalities that give life to the images: an ever-evolving, transversal roster of talents from the worlds of music, film, art, and fashion."
Smith, whose résumé also includes a very notable role in Downton Abbey as well as two Oscars, five BAFTAs, and four Emmy Awards, models Loewe's beloved Puzzle Bag and new Puzzle Tote. Her gray hair is blown out into a dramatic bouffant and she looks generally thrilled to be clad in the house's faux furs and intellectual, cerebral designs (think: a layered white circle skirt paired with a graphic black-and-white top). The brand describes the campaign as a way to "highlight imperfection as the ultimate perfection," which could explain why Smith's backdrops include a dingy-looking brick façade.
Something tells us that Smith won't be making a huge deal over the new job thanks to her predilection for being low-key about everything, even though the internet has already showered her with love for the new images.
"I find it very odd to be recognized," Smith said in a 2016 interview with Town & Country. "I've spent a very long time without that happening to me. And it's a very, very strange sensation ... Sometimes, it's very nice. But sometimes, you just would like to be on your own, to do things on your own, without thinking about whether you're going to be stalked or asked to pose for one of those wretched cellphone things."
Past Loewe faces include 71-year-old Japanese singer Mari Natsuki, who starred in the brand's Spring-Summer 2023 campaign, so Smith's casting continues creative director Anderson's M.O. of offering up diverse (and unexpected) casting.
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