Maggie Smith’s New Fashion Campaign Is Absolute Magic


Maggie Smith can now add “internet-breaking handbag model” to her expansive résumé. The seasoned actor stars in Loewe’s new spring 2024 pre-collection campaign, and though it’s a rather unexpected collaboration, the slayage is impossible to ignore. As Wendy Williams’s heavily meme’d saying goes, “She’s an icon, she’s a legend, and she is the moment.”

Smith, 88, ditches her pointy Professor McGonagall hat and wears three distinct outfits in her spread, which was captured by photographer Juergen Teller and conceptualized by Loewe Creative Director Jonathan Anderson. The most standout look is the definitely her brown shearling coat – she cozies up in the Hagrid-adjacent outerwear and shows off Loewe’s popular puzzle bag while posing in front of a brick wall like a pro. Smith’s signature smirk is on display, giving a look that says, “Don’t you wish you looked as fabulous as me?” The answer is yes, yes we do.

To be fair, several other notable celebrities also appear in the Loewe campaign, including Greta Lee, Dakota Fanning, Taeyong, and Josh O’Connor. But no one’s quite stirred up as much hoopla as Smith. The numbers say it all: when Anderson teased the campaign on his Instagram on Oct. 24, Smith’s photos garnered the most engagement by far. Many fans couldn’t resist making Harry Potter references, with one commenting, “One thousand points to Gryffindor!” Tons of celebrities have also shared their support, with Dan Levy writing, “Are you kidding me,” and SZA chiming in, “She’s SO cute.” Now that, folks, is called making an impression.

Smith isn’t the first senior actor to model for Loewe. Anthony Hopkins, 85, memorably appeared in the brand’s fall 2022 campaign, playfully posing with various tote bags. In an industry that prioritizes young up-and-comers and fresh faces, seeing the fashion house spotlight older celebrities is refreshing and worth celebrating. Might we suggest Jane Fonda as Loewe’s next muse? We can totally picture her rocking those wild deflated-balloon heels like nobody’s business.

Related: The Best Ad Campaigns of Fall 2023, Including Kendall Jenner and Bad Bunny

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