Massimo Dutti

Jan 2025

Massimo Dutti’s Chinese New Year 2025 campaign, lensed by photographer Leslie Zhang, showcases the brand’s latest collection through a sophisticated fashion editorial lens. Featuring model Sijia Kang, the campaign utilizes a palette of deep reds and muted neutrals to create a cohesive, polished look. The imagery leans into a moody aesthetic, defined by soft, directional lighting that emphasizes the tactile quality of knitwear and leather accessories. Throughout the series, Zhang maintains a minimalist composition, often incorporating abstract brushstroke motifs to ground the editorial portraits in a subtle, seasonal narrative.

Editorial, Vertical, Warm, Clean

Luxury Fashion Houses

Advertising Campaign