Defying the marketing norms: 88-year-old Maggie Smith for LOEWE
Our absolute FAVOURITE experiences are always when working with brands who are not afraid to do something different... So, you could say we were more than a little thrilled when LOEWE's new campaign landed on our feeds this week!
In a groundbreaking move that has left the fashion world abuzz, the Spanish fashion house has enlisted none other than 88-year-old acting legend Dame Maggie Smith as the star of their Spring/Summer 2024 pre-collection campaign.
Maggie Smith, who is best known to many as Professor McGonagall from the beloved Harry Potter series, was featured alongside other celebrities such as like Greta Lee, Dakota Fanning, and Josh O’Connor in the campaign... But one thing is for sure, the spotlight is firmly on the 88 year old!
This unexpected and bold choice has not only breathed fresh air into the fashion industry, but also proven to be a brilliant marketing move. Why?…
Maggie Smith's inclusion in LOEWE's new campaign is a testament to the brand's commitment to breaking the mould and celebrating diversity in age and style. In a fashion landscape often dominated by a narrow set of conventional beauty standards, Smith's presence serves as a refreshing departure from the norm.
LOEWE's conscious decision not to retouch or edit Maggie Smith's images reinforces the message that age is merely a number and that true beauty transcends time. This move towards authenticity and natural beauty resonates strongly with an audience seeking genuine representation in fashion.
In a world where only 0.66% of ads in 2022 featured women aged 60+, this campaign stands out as a meaningful departure from the norm. It not only challenges ageist biases but also invites a new target audience who can relate to the celebration of age and experience.
The brilliance of this campaign lies in its unexpected delight. The partnership between Maggie Smith and LOEWE feels unconventional and bold, making it all the more captivating. It's a testament to the brand's ability to surprise and captivate its audience, defying expectations.
The campaign has taken social media by storm. Maggie Smith's feature in LOEWE's campaign generated substantial online buzz and quickly became an obsession for fashion enthusiasts. LOEWE's creative director, Jonathan Anderson, shared the campaign on Instagram, amassing over 200k likes in response, indicating the immense popularity of this campaign.
Here's what social media has been saying...
LOEWE's marketing strategy featuring Maggie Smith is not just brilliant; it's revolutionary. By challenging traditional beauty standards, embracing authenticity, and celebrating age, LOEWE has positioned itself as a brand at the forefront of inclusivity and diversity in the fashion industry. We LOVE to see it!
