Acting legend Dame Maggie Smith is the LOEWE campaign star who took everyone by surprise, proving that fashion knows no age and further solidifying LOEWE’s position as one of the world’s hottest and most relevant brands.
The star proved that everything she touches turns to magic as she donned a shaggy brown coat from the Spanish fashion House’s Spring/Summer 2024 pre-collection, which saw exaggerated sleeves and a billowing collar steal the show. To complete the outfit, the actress clutched a LOEWE Puzzle bag in dark green leather with a statement ring on her right hand. A later look saw Smith wearing a black and white dress, sitting down on a patterned sofa and holding a LOEWE Paseo bag.
Jonathan Anderson didn’t just keep the legends in front of the lens but behind it, too, with Juergen Teller capturing the campaign in his signature overexposed, raw style – seen in the shots which capture the Hollywood legend against a non-descript brick backdrop, further bringing our attention to the clothes. This isn’t the first time Teller has been tapped by LOEWE, shooting Dev Hynes and the cast of White Lotus earlier in the year.
LOEWE’s latest campaign further highlights Jonathan Anderson’s rejuvenating and energising approach to luxury that he has brought to LOEWE since taking the position of Creative Director in 2013. The Britsh designer regularly captures the moment with his playful and culturally relevant designs, where regular rankings high up the Lyst Index prove his success. Anderson frequently features actors in his campaigns, with Heartstopper star Kit Connor regularly wearing the brand and appearing on the front row.
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