The Loewe campaign featuring Maggie Smith is just what fashion enthusiasts needed

The surprising choice of unconventional figures in fashion campaigns is nothing new. Maggie Smith for Loewe brings to mind Joan Didion.

Few things are better than an unexpected casting choice. Think of Joan Didion’s involvement as a Celine model, or Willem Dafoe walking the runway for Prada‘s Fall 2012 men’s fashion show. This week, Loewe unveiled its new Spring 2024 pre-collection campaign, with 88-year-old actress Maggie Smith taking center stage. Alongside fashion figures like Greta Lee, Josh O’Connor, and Taeyong, Smith turned out to be the most refreshing cameo of all because, let’s face it, did you really expect to see Professor McGonagall carrying a Loewe Puzzle bag?

Smith, renowned for her legendary roles in the Harry Potter franchise and Downton Abbey, among others, showcases three distinctive looks, all captured by Juergen Teller. In one, she sports an oversized fur coat with Loewe’s iconic Puzzle bag. In another, she dons a black and white turtleneck dress with a ruffled skirt, holding the brand’s Paseo bag. Fashion enthusiasts were instantly obsessed with her fabulous modeling skills. ‘Maggie Smith for Loewe is everything I never knew I needed,’ wrote a user on X, formerly known as Twitter.

It’s not the first time a major fashion brand has chosen a surprising figure for a campaign. Smith’s photos immediately drew comparisons to Didion’s ads for Celine in 2015, where the iconic American writer sported the brand’s oversized sunglasses and an elegant black turtleneck. ‘Maggie Smith for Loewe is Phoebe Philo Céline meets Joan Didion,’ wrote another user on X. Pamela Anderson also made waves on the internet last year when she starred in a holiday campaign for Jacquemus, marking the beginning of her fashion (and career) resurgence. However, there’s something particularly imaginative about Smith’s foray into the haute couture world. It goes to show that great style and stunning posing skills are timeless.