Actor Maggie Smith (aka Professor McGonagall) Stars in Latest Loewe Campaign
Other stars tapped in for the Loewe Spring/Summer 2024 pre-collection include Dakota Fanning, Greta Lee, Josh O'Connor, and Mike Faist.
Loewe knew what the people wanted this spooky season.
For its latest Spring/Summer 2024 pre-collection, Loewe has tapped in actor Maggie Smith, well known for her role as Professor McGonagall in Harry Potter. The 88-year-old put down her wand and switched the Wizarding World for the high-fashion one. Lensed by photographer Juergen Teller, Smith stands posing in front of a brick wall and sitting on a vibrant sofa, donned in a head-to-to fur coat, a silk dress, and holding the Loewe Puzzle Bag.
Smith isn't the only star who has featured though. Loewe also brought in Dakota Fanning, Mike Faist, Josh O'Connor, Greta Lee, Rachel Jones, FeiFei Sun, and Taeyong. O'Connor sits wrapped in a branded cozy blanket while Sun stands on a diving board suspended above a weather-ridden swimming pool.
Loewe is no stranger to creating viral campaigns with buzzy celebrities, in fact, you could even argue that's become the expectation. For the Fall/Winter 2023 campaign, the House starred ambassadors Taylor Russell and Tang Wei. Russell was also tapped in for the campaign the season before that, wearing standout pieces like the viral pixelated sweatshirt.
This time around, Loewe traded out its phygital creative direction for a more abstract one, as each star is spotlighted as cutouts — as if Loewe is in the middle of making a fashion scrapbook.
Check out the Loewe Spring/Summer pre-collection campaign below.