It’s also telling that Dame Maggie’s cameo has eclipsed the other stars in the campaign, including American actress Dakota Fanning.
Perhaps this is because the Loewe campaign fits neatly into the zeitgeist where women who might once have been expected to hang up their heels for good are bucking societal expectations and striding forth, proving that age really is just a number. At 65, Madonna has kicked off a world tour to sold-out stadiums. 77 year-old Cher, donning a sequinned catsuit and Eurphoria-style face gems, is PAPER magazine’s new cover girl. Not to mention, Charlotte Rampling, 77, positively smoulders in the new Massimo Dutti campaign.
And it is this that is provoking an emotional response, especially now that more people than ever before are experiencing a disconnect between biological and emotional age due to increased life expectancy. It is also proof – if proof were needed – that women “of a certain age” deserve to be seen and celebrated.
Ultimately, Dame Maggie is showing us that she’s living by her own rules. Our national treasure is beaming out of Loewe’s ads looking every inch the fun, slightly naughty granny who would drop the F-bomb over a cream tea. And in doing so, it’s almost as though she’s saying, “Bet you didn’t expect me to do this!”.
Truth be told, no we didn’t. But we’re so glad you did.
For more from Fiona Embleton, GLAMOUR’s Acting Associate Beauty Director, follow her on @fiembleton.