Massimo Dutti

Jul 2025

Massimo Dutti’s Off-Guard London campaign explores an understated urban narrative, capturing model Alexis Petit in a series of editorial scenes across London. The project leans into a nostalgic aesthetic, utilizing natural light and analogue film techniques to frame the brand's latest menswear collection against classical architecture and city environments. Photographer Ed Martin leads the visual direction, working alongside fashion editor and stylist Dominic Shearer to define the relaxed, tailored look throughout the series. The casting, managed by Ariadna Gazquez, highlights a composed and contemplative tone, with imagery ranging from architectural shots to intimate outdoor portraits. The execution maintains a clean and earthy palette, emphasizing textures like suede, knitwear, and structured tailoring.

Editorial, Vertical

Natural light