Professor McGonagall Slays in LOEWE's New SS24 Pre-Collection Campaign

Maggie Smith aka Harry Potter's Professor McGonagall has been the talk of the internet this week, as she made a surprise appearance in LOEWE's viral Spring/Summer 2024 pre-collection campaign.

Lensed by ongoing collaborator and all-round icon Juergen Teller, the new campaign aims to present a unique "cast" of varying personalities, including Smith alongside actors Greta Lee, Mike Faist, Josh O'Connor and Dakota Fanning, artist Rachel Jones, model Fei Fei Sun and LOEWE Global Ambassador TAEYONG.

Captured amidst a gritty backdrop of domestic surroundings, the campaign spotlights classic LOEWE silhouettes like its Puzzle Bag, Puzzle Fold Tote, Squeeze Bag, Pebble Bucket Bag, Paseo and Fold Shopper. Elsewhere, the campaign showcases a new Puzzle Fold Tote created in collaboration with Kyoto-based ceramic studio, Suna Fujita.

Centering around the concept of craft, the campaign features ripped-out images superimposed onto white backgrounds for a sculptural, DIY aesthetic, paired with Teller's distinctive lens which "highlights imperfection as the ultimate perfection."

Take a look at the full campaign above and head to LOEWE's website to check out the new collections.

In other news, here's everything you need to know about Kylie Jenner's new fashion label.