Man wearing sunglasses and white t-shirt holding a small dog while walking outdoors past white columns

Man wearing a dark jacket and trousers sitting on white stone steps holding a book

Man wearing sunglasses, burgundy t-shirt, and dark trousers walking down stone steps outdoors.

Model Alexis Petit wearing a dark brown striped polo shirt against a soft green foliage background.

Model Alexis Petit walks down a city sidewalk wearing a black half-zip sweater, white shorts, sunglasses, and carrying a tennis racket.

Man carrying a bicycle up the stairs at Notting Hill Gate underground station wearing a brown jacket and blue jeans.

Massimo Dutti Off- Guard London 2025

About

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.