Model Paul Hameline holding an ice cream cone in a pink checkered button-down shirt and blue jeans against a textured wall.

Group of models posing outdoors wearing neutral-toned apparel for Massimo Dutti photographed by Bruno Staub

Two male models posing in lightweight tailored linen suits and flip-flops against blue and red striped fabric backdrops.

Black and white portrait of a young man adjusting the collar of his dark jacket over a white t-shirt outdoors.

Model Mohammed Banze in a rust polo shirt and beige shorts leaning back on stone stairs under direct sunlight.

Three models seated together on a stone ledge beside the sea wearing summer outfits in natural sunlight.

Model Mia Armstrong wearing a brown top, camel jacket, and white trousers seated against a coastal ocean backdrop for Massimo Dutti.

Two male models in tailored menswear and knitwear posing with wooden chairs outdoors against a stone building wall.

Group of four models posing on stone steps outdoors wearing casual spring apparel by Massimo Dutti photographed by Bruno Staub

Man in a dark tailored blazer, white collared shirt, and relaxed light denim jeans standing by a weathered stone staircase.

Model Paul Hameline wearing a vibrant blue polo shirt and a cream sweater draped over his shoulders against a weathered wall.

Two male models posing on weathered stone steps wearing relaxed buttoned overshirts and light trousers.

Black and white diptych of male models wearing monochrome black and white tailored shirts against stone architecture.

Three models in summer clothing posed outdoors by the sea against a clear blue sky for Massimo Dutti.

Monochrome close-up of a man in a tailored jacket drinking directly from a glass bottle.

A man in a relaxed beige suit reclined on a stone bench with feet resting on a vintage black scooter.

Three male models wearing striped shirts and light wash denim jeans leaning against a red car by the water.

Massimo Dutti Once, here. 2026

About

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.