Maggie Smith stars in LOEWE’s enigmatic SS24 campaign

LOEWE takes its spring-summer 2024 collection off the Parisian catwalk and now stages it in a variety of creative scenarios captured by iconic German photographer Juergen Teller.

The SS24 campaign, which creates a couture collage of costumes in spaces ranging from empty swimming pools to walls draped with flowers, stars a memorable actress: Maggie Smith, known for films such as Harry Potter, who illuminates the shoot by posing on a colourful sofa in a black and white dress, as well as on a brick wall in an XXL fur coat and the house’s viral ‘Puzzle Bag’.

10 photos

Meanwhile, in another sequence, British actor Josh O’Connor appears wrapped in a branded blanket before heading to pre-built sheds; and actress Greta Lee stands on marble dressers in a bedroom dressed in blue, promoting her five-star film in ruffled denim uniforms.

In the same art project directed by Jonathan Anderson, American performer Mike Faist appears in hooded bombers and pleated shirts, while Dakota Fanning holds a myriad of the brand’s bags. Rachel Jones, FeiFei Sun and TAEYONG close the campaign with cosy knitwear and dazzling eyewear that once again reflects the absolute beauty of LOEWE‘s golden era.