Massimo Dutti

NEW SMART

Brand

Massimo Dutti

ProjectNEW SMART

Date

Jan 2024

Description

Massimo Dutti presents NEW SMART, a menswear campaign focusing on tailored silhouettes and minimalist aesthetics. The series centers on precision, utilizing a neutral palette and clean studio backgrounds to highlight the structural details of the garments. The project features photography by Pablo Limorte, who employs soft, directional lighting to define the sharp lines of the tailoring. Fashion styling by Dominic Shearer emphasizes the collection’s refined composition, while makeup by Victor Alvarez rounds out the polished look. The imagery frequently utilizes a monochrome palette and chiaroscuro techniques to maintain a focused, sophisticated visual language.

Style

Editorial, Monochrome, Clean, Vertical

Industries

Menswear

Color

Jet Black

Background

Grey Seamless

Context

Advertising Campaign