In a groundbreaking move, the Spanish luxury house Loewe, which is part of the LVMH group, has chosen award-winning British actress Maggie Smith as the face of its new fashion campaign. This bold decision by Loewe’s artistic director, Jonathan Anderson, aims to challenge ageism in the fashion industry and generate buzz around the brand.
The pre-spring/summer 2024 collection by Loewe has garnered attention not only for its stunning bags but also for the celebrity chosen to showcase them. At 88 years old, Maggie Smith, known for her iconic roles in the Harry Potter franchise and Downton Abbey, gracefully poses for Loewe, presenting a provocative statement against ageism prevalent in the fashion and entertainment sectors.
The collection’s images, revealed on Jonathan Anderson’s Instagram account, feature the acclaimed actress posing against a brick wall, exuding elegance with her flawless hair and a radiant smile. Accompanying her are three exquisite Loewe leather goods, highlighting the brand’s craftsmanship. Renowned fashion photographer Juergen Teller captured these stunning photographs/collages.
The international press has praised Loewe’s casting choice, recognizing the brand’s commitment to bringing diversity and representation into the fashion industry. However, this is not the first time Jonathan Anderson has pushed boundaries with his brand ambassadors. In 2016, he caused a stir by selecting actress Charlotte Rampling to represent Loewe’s spring/summer 2017 collection.
Selecting a brand ambassador strategically is crucial for luxury houses aiming for global visibility. These brands compete fiercely to secure the biggest celebrities, often offering substantial financial incentives. While Loewe challenges stereotypes and promotes positivity with their choice of Maggie Smith, other fashion houses have taken a different approach by tapping into the booming trend of K-pop. Cartier has Jisoo from Black Pink, Louis Vuitton has J Hope from BTS, Chanel has G-Dragon from Big Bang, and Prada has Sana from Twice. Collaborating with these South Korean icons helps refresh the brand image of these luxury houses and appeals to a younger, more connected clientele.
To learn more about Loewe’s latest campaign featuring Maggie Smith, check out these links:
1. Loewe’s official website
2. Jonathan Anderson’s Instagram account
