Anthony Hopkins stands at the center of Loewe’s 2022 autumn-winter campaign, embodying a quiet authority that resonates with the house’s enduring reputation for craft and character. At 84, Loewe leans into aging as a meaningful, stylish milestone, presenting a vision of elegance that blends confidence with ease. The campaign casts Hopkins as a living emblem of experience, a figure whose presence anchors a collection that favors refined tailoring, vivid textures, and a casual, inviting aura.
On social media, the designer behind Loewe, Jonathan Anderson, frames the narrative with a clear message: age is not a barrier to chic expression but a source of inspiration. The campaign asserts that octogenarian status can be part of modern style, challenging stereotypes and inviting viewers to see value in the passage of time. The voice is celebratory and intimate, suggesting that fashion can honor longevity while remaining deeply contemporary.
The campaign’s imagery, captured by Juergen Teller, emphasizes a balance of statement pieces and everyday wear. Hopkins appears in a color-rich ring-patterned T-shirt paired with a tailored jacket, crisp suit trousers, and sneakers that soften formality with a touch of street-ready ease. The ensemble demonstrates how color, texture, and silhouette can come together to create a look that feels both bold and approachable—an aesthetic that suits a life lived with intention and curiosity.
In another frame, Hopkins adopts a more relaxed posture, sporting a dark sweatshirt and straightforward trousers. His hands tucked in pockets convey a sense of ease and informality, reinforcing the campaign’s theme of natural confidence rather than contrived glamour. The visual language speaks to a modern customer who values practicality as much as polish, and who understands that style can evolve without losing personality.
Loewe positions aging as a vital chapter in the broader conversation about fashion, art, and culture. The campaign foregrounds the idea that maturity carries its own depth and sensuality, offering a counter-narrative to youth-centric trends. By featuring an octogenarian figure alongside younger and mid-career creatives, Loewe signals that the brand’s design philosophy embraces a spectrum of life stages, inviting a diverse audience to participate in its world.
Adding to the conversation, 80-year-old American sculptor and visual artist Lynda Benglis contributes to the campaign, underscoring Loewe’s commitment to artists and makers who have long shaped contemporary culture. Benglis is known for her evocative wax works and latex sculptures, and her inclusion broadens the campaign’s dialogue about aging, creation, and the passage of time. The pairing of Hopkins and Benglis embodies a cross-generational dialogue that reinforces Loewe’s artistic direction and its respect for longevity in both life and craft.