Massimo Dutti
Once, here.
May 2026
Massimo Dutti’s Once, here. campaign masterfully captures the essence of refined leisure, positioning the luxury fashion house as a purveyor of timeless, understated elegance. Under the collaborative creative direction of photographer Bruno Staub and director Cristian Hunter, the project leans into a sophisticated, cinematic aesthetic that prioritizes texture and natural light. By utilizing muted, earthy palettes and architectural backdrops—ranging from weathered stone staircases to sun-drenched coastal vistas—the imagery evokes a sense of contemplative stillness. The campaign features a curated ensemble of talent including Mia Armstrong, Baptiste Vivo, Layton Leger, Paul Hameline, and Mohammed Banze, whose relaxed postures and effortless styling by Tony Irvine underscore the collection's focus on premium linen, soft-knit polos, and tailored separates. Technical execution is heightened by the meticulous work of hair stylist Joseph Pujalte and makeup artist Mary Cesardi, who maintain a polished yet organic look that bridges the gap between commercial appeal and high-end editorial minimalism. Through a series of portrait-heavy compositions and lifestyle vignettes, the work channels the spirit of an Italian coastal escape. By weaving together high-contrast monochrome portraits and golden-hour group shots, the project presents a cohesive visual narrative where the interplay of light and shadow serves to elevate the quality of the apparel, firmly grounding the brand in an atmosphere of enduring, classic luxury.
Lifestyle, Editorial, Editorial
Natural light
Luxury Fashion Houses, Fashion
