Maggie Smith leads star-studded SS24 campaign for Loewe

LOEWE has just unveiled their spring-summer 2024 precollection campaign shot by photographer Juergen Teller, featuring some of the most renowned names in fashion, film, art and music.

The campaign showcases colourful imagery of characters sporting various accessories and clothes, all drafted into meta-pictures. The artistic partnering of Creative Director Jonathan Anderson and photographer Juergen Teller stands as the next chapter of their continuous dialogue.

The imagery encapsulates a distinct cast of personalities such as actresses Greta Lee, Maggie Smith and Dakota Fanning, actor Mike Faist, artist Rachel Jones, model Fei Fei Sun, and Loewe Global Ambassadors, musician Taeyong and actor Josh O’Connor.

Maggie Smith

The backdrop for the shoot features red brick walls, wooden patios, an unfilled pool and rooms with worn wallpaper and stacked chairs, giving the overall ambience a dusty domestic atmosphere.

As the subjects look directly into the camera in either a nonchalant or bold manner, they showcase the brand’s Classic and Edge versions of the Puzzle bag, the Puzzle Fold tote, the Squeeze, the Pebble Bucket, Paseo and Fold shopper.

Dakota Fanning

An exceptional collaborative piece by the Japanese ceramic studio Suna Fujita by Shohei Fujita and Chisato Yamano makes a cameo.

The artists portray their take on the Puzzle Fold tote, where their extravagant animal world of pandas, penguins, bears, lemurs, otters, mandragora roots, and their human companions are transferred onto the intarsia bags.

Fei Fei Sun

Teller’s vision hones into enhancing imperfections as the epitome of perfection. The celebrities sport basics from the collection, such as knits, jeans, denim tops and skirts, shearling coats and leather pieces, overall conveying a sense of warped realism. 


With craft being an element inherent to the brand, the final outputs are ripped and layered onto white frameworks and photographed a second time. The pictures then transform into meta pictures, giving them a sculptural essence and an impression of materiality, notions intrinsic to the foundations of Loewe.

by Nicole Pereira