Massimo Dutti
The Loft FW26 - Inside The Frame
Sep 2026
Massimo Dutti’s 'The Loft FW26 - Inside The Frame' campaign presents a series of editorial portraits that explore contemporary menswear through a lens of minimalist architecture and refined tailoring. Photographed by Ed Martin, the collection highlights the intersection of modern silhouettes and quiet, domestic environments. Featuring model Henry Kitcher, the imagery utilizes a restrained palette and soft, natural light to draw attention to fabric textures—ranging from structured wool blazers to layered knitwear and denim. The compositions, which incorporate elements like geometric wooden furniture and neutral plaster backgrounds, lean into an editorial, monochrome, and clean aesthetic. Casting direction by Ander Gaztelu and makeup artistry by Sonia Pena complement the polished, approachable tone of the project.
Editorial, Vertical, Clean
Natural light
Lookbook, Advertising Campaign
