Overview

• At 88, actress Dame Maggie Smith became the new face of Loewe's spring/summer pre-collection, illustrating the trend of luxury fashion brands embracing older influential figures in their campaigns.
• The actress, widely recognized for her roles in Harry Potter and Downton Abbey, was photographed by Juergen Teller wearing items from the collection, such as a shearling coat and a white ruffled skirt, also featuring the label's cult handbags.
• Smith's involvement resonates with both older and younger audiences, effectively blending the recognizability of an experienced actress with the appreciation of her iconic roles in popular film and television works.
• The move contributes to a changing trend in the fashion industry, which previously revered youth, to now showcasing older individuals, following brands like Céline, Dolce & Gabbana and Saint Laurent.
• Whilst the campaign generated commendations online, it also sparked discussions around the importance of representation of older individuals in fashion and the growing validation of age as a form of diversity.