The Internet’s Losing Its Mind Over Maggie Smith Serving Absolute C U Next Tues In New Campaign

Often the fashion world can feel incredibly siloed, entrenched in a very cookie-cutter interpretation of what beauty looks like. And then every once in awhile we catch a glimpse of how inclusive fashion can be if we broadened the parameters of style. Enter: Dame Maggie Smith at 88-years-young serving the absolute FUCK out of Loewe’s latest campaign.

The latest campaign from the French luxury fashion house is here to spruik their Spring Summer 2024 collection and they’ve chosen the absolutely glorious British actress to show off their wares. Bloody excellent choice if you ask me and the entire internet seems to agree as well.

Shot by famed photographer Juergen Teller, the images of the Harry Potter actress are simplistic and yet ever so theatric as she glances that mischievous looks she has become so renowned for. In one pic she is dressed in an oversized fur coat and clutching the very coveted Loewe Puzzle Bag, looking every inch the seasoned model.

Make no mistake, Maggie’s inclusion in this campaign shouldn’t be seen as a gimmick. She is a queen, she is high fashion, she is art, she is serving cunt.

Elsewhere in the campaign Loewe creative director Jonathan Anderson has enlisted the help of The Crown’s Josh O’Connor, Dakota Fanning, Mike Faist and Greta Lee. Sure they look great but they don’t hold a candle to the grand dame.

Let this be a step in the right direction towards making fashion more inclusive and a cry from the stalls to let Dame Maggie Smith be the face of every campaign moving forward.