Massimo Dutti

Mar 2026

Massimo Dutti leans into the enduring allure of nineties minimalism with A Forever Story 90's Edit, a campaign that masterfully captures the intersection of luxury fashion and everyday urban life. By stripping away the superfluous, the project focuses on the tactile nature of textiles—from rich, textured brown blazers to sharp leather bombers and suede holdalls. Photographer Ami Lusinchi and director Luca Esposito collaborate to imbue the imagery with a nostalgic, cinematic atmosphere that feels both contemporary and grounded in a classic European urban aesthetic. Utilizing 35mm film and a desaturated, earthy color palette, the campaign relies on soft, diffused natural light to highlight the crisp silhouettes and relaxed tailoring that define the collection. With performances from models Colin Otto and Liz Kennedy, the editorial work reads as an effortless study in style, where the choice of setting—cobblestone squares and weathered stone architecture—acts as a silent, textured partner to the clothing. Every frame serves as a deliberate nod to nineties fashion, favoring a clean, minimalist silhouette that emphasizes quality over trend-chasing. Through a series of lifestyle and portrait compositions, the edit successfully balances commercial appeal with an artistic, film-like grain, proving that timeless design remains the most powerful tool in the luxury fashion house repertoire.

Lifestyle, Editorial, Editorial

Natural light, Natural light

Luxury Fashion Houses, Fashion