Massimo Dutti: CROCHET

Brand

Massimo Dutti

Date

May 2024

Description

Massimo Dutti’s CROCHET project is a fashion editorial campaign that prioritizes tactile knitwear through a minimalist lens. Captured by photographer Ed Martin, the series features model Alix Bouthors in a variety of open-weave tops, vests, and coordinated sets that highlight the intricate, hand-crafted details of the collection. The imagery employs a consistent editorial aesthetic, utilizing soft, natural light and clean studio backgrounds to draw focus to the textures of the crochet patterns. With styling by Vito Castelo and hair by Sarai Pujol, the campaign maintains an understated, contemporary lookbook feel that leans into warm, earthy tones and relaxed, refined silhouettes.

Style

Editorial, Vertical, Clean

Techniques

Natural light

Background

White Seamless

Context

Lookbook