The lady on the sofa. At 88, Maggie Smith proudly poses in a new Loewe campaign

Suddenly, magic happens. To promote Loewe’s spring-summer 2024 collection, artistic director Jonathan Anderson saw the big picture. The Spanish luxury house has indeed called on Dame Maggie Smith to highlight its new bags. The multi-award-winning British actress, 88, poses in three photos taken by equally famous photographer Jürgen Teller. Whether in a black and white ensemble, wearing a long winter coat or carrying the house’s iconic Puzzle Tote, the Instagram post has gone viral. In less than three hours, the three photos were “liked” by more than 54,000 users. Known for her role as Minerva McGonagall in the saga Harry PotterMaggie Smith confirms her iconic status can stand the test of time. When it is not necessary to confirm that elegance has no age.

Five star cast

Violet Crowley’s translator in the series the bottom of the abyss wasn’t the only celebrity chosen for the Spanish-speaking label’s latest fashion shoot. For the aptly named campaign, Jonathan Anderson has also set his sights on actor Josh O’Connor, who plays King Charles III in the Netflix series. The crown . American actors Greta Lee and Mike Feist were also there, as well as British visual artist Rachel Jones. The result is a campaign that appeals to all generations and confirms that Jonathan Anderson always has a knack for finding something that will create a buzz. We can’t help but think, for example, of the three collaborations between Loewe and the main Japanese animation studio Ghibli, which have always caused a stir on social networks.