“Timeless Elegance: Loewe x Maggie Smith”

WHAT IT IS?

Loewe is a luxury fashion house originating from Spain, these days forming part of the LVMH luxury conglomerate group. The brand was known for its traditional, yet specially crafted leather goods but gradually expanded its product offerings to include the whole spectrum of ready-to-wear collections, accessories and fragrances. Its turning point was in 2013 when British designer Jonathan Anderson was appointed creative director bringing a fresh, avant garde vision to the company while maintaining and further enhancing its heritage in craftmanship through innovation. The brand portrays today a minimalistic yet artistic character that combines modern aesthetics with traditional craftmanship.

To support its offering, Loewe has deployed successfully a digital marketing strategy through channels like Website, Instagram, YouTube, TikTok, Twitter, Pinterest but also direct email, which is based on artistic storytelling, influencer and popular artist collaborations and innovative digital experiences. With a strong emphasis on craftmanship and sustainability, the visual content applied coupled with its exclusive artist collaborations, the brand maintains a special position in the competitive luxury fashion industry while at the same time appeals to consumers, both traditional and modern, who are attracted by both style and substance.

WHY IT´S COOL?

Moving away from actors like Timothy Chalamet or models like Emily Ratajkowski who would probably appeal more to modern generations, Loewe broke grounds in its last campaign by featuring (the now late) Dame Maggie Smith. Through the exclusive use of digital marketing channels, this campaign is considered to be “cool” for a number of reasons that go beyond traditional fashion marketing :   

• Breaking Age Barriers: Featuring an 88-year-old iconic actress like Maggie      Smith, goes against conditional fashion norms, which typically prioritize youth, promoting the idea that style is ageless and embracing inclusivity.
• Cultural Icon Status: Maggie Smith was a beloved figure, recognized globally primarily for her roles in Harry Potter and Downton Abbey. Casting her brings a sense of nostalgia and cultural relevance, blending high fashion with a timeless icon.
• Unexpected and Refreshing: Combining Maggie Smith’s refined, classic persona and the edgy, avant-garde aesthetic of Loewe creates a striking, making it both memorable and visually compelling  

• Artistic Collaboration: With a bold, surreal rooted in “twisted realism,” enhance Loewe’s reputation as a brand that values artistry and creative storytelling 

WHY IT HAS FUTURE GROWTH POTENTIAL?

The Loewe campaign and the means used to deliver, represents an ageless and future-oriented innovative and liberate approach to fashion  breaking away from traditional ideas that limit luxury fashion to youth thus widening the potential audience.

• Pop Culture Appeal: Smith’s appearance in such a high-fashion campaign has also garnered significant attention online, with fans celebrating her as a “hypebeast” for pulling off the stylish looks effortlessly. This playful, yet iconic portrayal taps into internet culture, making the campaign shareable and trendy

• Blending Generations: The campaign pairs Maggie Smith, 88, with younger stars like Dakota Fanning and Greta Lee, emphasizing that fashion is relevant to all ages

• Timeless Fashion: With Maggie Smith modelling modern classics pieces like the Puzzle Bag and Flamenco Clutch reinforces the idea that great fashion endures over time, very similar to Smith’s own career

• Cultural Relevance Across Time: Smith’s inclusion in the campaign positions Loewe as a brand that honours legacy while staying forward-looking

• Challenging Norms: Featuring an older actress as the face of a luxury fashion campaign signals that Loewe believes a future where fashion is inclusive of all ages where personal character and style are more important than conventional standards of beauty

Maggie Smith Stars in New Loewe Campaign (people.com)

‘Harry Potter’ and ‘Downton Abbey’ star Maggie Smith, 88, is the face of Loewe’s new campaign | CNN

Maggie Smith’s Loewe Campaign Is What Fashion Fans Needed | British Vogue

Maggie Smith’s Loewe Campaign Is What Fashion Fans Needed | Vogue

How Dame Maggie Smith became a fashion muse at 88 (telegraph.co.uk)