Loewe knows the value of star power. The Spanish luxury fashion house is adept at both spotlighting rising talent and highlighting renowned celebrities often overlooked in the fashion world, with previous campaigns starring the likes of Megan Rapinoe, Anthony Hopkins, and Taylor Russell.
The latest face of the brand? Dame Maggie Smith. Best known — to younger audiences at least — for her roles as Professor McGonagal in the Harry Potter series and Violet Crawley in Downton Abbey, the 88-year-old represents a welcome addition to the Loewe universe. Captured by Juergen Teller in the German photographer’s signature unconventionally ‘down-to-earth’ style, Smith poses in front of a brick wall clad in a fur coat and clutching a Puzzle Bag; as well as luxuriating on a patterned sofa in a (not-patterned) silk dress, a Paseo Bag resting primly on her lap.
The Spring/Summer 2024 pre-collection campaign also features Dakota Fanning, Mike Faist, Josh O’Connor, Greta Lee, Rachel Jones, FeiFei Sun, and Taeyong. Actor Josh O’Conner lounges on an armchair wrapped in a monogrammed blanket, while Dakota Fanning stands armed with a healthy surplus of Puzzle Bags.
Taking a somewhat abstract approach, the Loewe Spring/Summer 2024 pre-collection campaign utilises a ripped, cut-out approach, resulting in a work-in-progress effect reminiscent of a scrapbook.
Words by Arabella Johnson
