Massimo Dutti: L'Allure

Dec 2024

L'Allure for Massimo Dutti is a sophisticated fashion editorial campaign that leans into a minimalist, tactile aesthetic. The project centers on a series of refined portraits and full-length studies that emphasize rich textures—specifically knitwear, wool, and leather—against neutral, clean studio backdrops. The visual language favors a muted palette, with a heavy emphasis on monochrome photography and soft, directional lighting that highlights garment construction and form. Photographer Mark Kean collaborates with fashion editor and stylist Suzanne Koller to craft a series of timeless profiles featuring model Lulu Tenney. The imagery utilizes techniques such as analogue film and chiaroscuro lighting to elevate the commercial focus, resulting in a polished, deliberate series. The production is supported by hair styling from Ramona Eschbach, makeup by Marie Duhart, and set design by Giovanna Martial.

Editorial, Vertical, Clean, Monochrome

Lookbook