Massimo Dutti: Off- Guard London

Jul 2025

Massimo Dutti presents Off-Guard London, a fashion editorial campaign that leans into an understated aesthetic through a series of outdoor portraits and candid scenes. Captured by photographer Ed Martin, the series features model Alexis Petit in a variety of city settings, from residential architectural backdrops to the Notting Hill Gate underground station. The work utilizes natural light to frame clean tailoring and layered menswear ensembles. The project incorporates casting by Ariadna Gazquez and fashion styling by Dominic Shearer, focusing on a relaxed urban atmosphere. The imagery blends classic, clean editorial composition with technical elements including analogue film textures and a warm color palette, conveying a sense of curated, everyday movement across the London landscape.

Editorial, Vertical

Natural light