Lafayette 148 will launch its first celebrity campaign starring Maggie Gyllenhaal, the actor, screenwriter, producer and director.
The campaign brings to life the season’s collection theme, “In the Library of Women,” a celebration of the cultural and sartorial qualities found in women literary icons and writers.
For the campaign, the 45-year-old Gyllenhaal showcases collection looks in a Brooklyn brownstone, in the neighborhood that is home to both Gyllenhaal and the brand’s design atelier.
Emily Smith, creative director of Lafayette 148, was drawn to both Gyllenhaal’s burgeoning reputation as an in-demand screenwriter — her screenplay adaption of “The Lost Daughter” was nominated for an Oscar in 2022 — as well as her many acting roles.
“A similar sensibility resides in Maggie’s writing as it does in her onscreen and onstage performances,” said Emily Smith, creative director of Lafayette 148. “She possesses a rare talent for portraying the intricacies of women’s lives, one that is anchored in a deep sense of empathy, humanity and grace. It’s these understated values — complemented by her natural elegance in everyday life — that I find so inspiring in Maggie. So when thinking about a woman who could effortlessly embody the spirit of the collection, she was a natural fit. Plus, she’s a local Brooklyn girl, too!”
In the ads, Gyllenhaal brings to life Smith’s design philosophy in the pieces she wears, such as the sculptural simplicity of a loose-fitting pant-and-shirt ensemble in paperweight gray leather, the perfect white shirt, a long-standing signature for the brand, which is paired with easy-to-wear blue denim jeans and black loafers. The collegiate spirit is evident in a chunky cashmere V-neck sweater worn with wide-leg black pants.
In its fall 2023 review, WWD called Lafayette 148’s collection “playful-meets-polished luxe attire.”
Gyllenhaal said, “I heard someone say recently: ‘Getting dressed is the first artistic expression of the day.’ And I took it to heart. With Lafayette 148’s collections, I find that everything from the colors to the shapes and silhouettes mixes really well with me. There’s a combination of elegance, comfort, as well as some really wild pieces. The shearling coat has so much aplomb and goes so well with the classic crisp blouses, kind of French New Wave. It’s all such a natural fit for me.”
She told WWD, “I’m a huge fan of what Emily Smith is doing at L148. Her designs are classic and elegant, really wearable. And her interest in my work as a part of the campaign was really important to me. It was a pleasure working together on this beautiful project.”
Lafayette 148 pointed out that all campaign materials were captured prior to the SAG-AFTRA strike.
The campaign was photographed by Jody Rogac and will appear on Lafayette 148’s social media, website and email.
The fall 2023 campaign follows Gyllenhaal’s attendance with Smith to New York City’s annual gala for Save Venice. The brand is currently sponsoring the conservation of he 18th-century painting “Assumption of the Virgin/Female Saint in Glory” by Giulia Lama, a female artist who was so unrecognized in her lifetime that even the title of her painting remains a question.