Massimo Dutti: Inner Garden

Apr 2024

Massimo Dutti's 'Inner Garden' is a fashion editorial campaign that leans into a refined, minimalist aesthetic. The project features model Ahmed Richards in a series of portraits that oscillate between structured architectural interiors and relaxed, naturalistic outdoor settings. Photographer Ed Martin captures the collection through a blend of soft natural light and monochromatic treatments. The imagery relies on clean compositions and desaturated tones, incorporating analogue film techniques to highlight the texture of the garments. Direction by Luca Esposito and styling by Dominic Shearer emphasise casual menswear, with looks ranging from tailored blazers to layered denim and linen separates. The project incorporates diverse backdrops, from gridded window panes and botanical displays to sun-dappled urban streets. Supporting the production are casting director Ander Gaztelu and producer Ariadna Gazquez.

Editorial, Vertical, Clean

Natural light

Lookbook