RELAXED AVANT-GARDE. Welcome in the sunnier seasons of the year with Massimo Dutti’s relaxed yet sophisticated style that is fitting for the new season
Although the heat of the approaching summer may heed us to wear clothing that is slightly more relaxed, it doesn’t mean that we have to compensate our style. This is the point that Spanish fashion brand Massimo Dutti seems to put out in its latest campaign to welcome in spring/summer 2018. Showcasing pieces of the collection that feature a versatile mix of outfits that are perfect for anytime of the day, due to its smart combination of summer styling. By incorporating relaxed cuts, a natural and discreet palette, and utilizing materials of an exquisite quality that are not only comfortable but excellent to the touch, the collection is able to offer a casual aesthetic while also exuberating an air of sophistication to the overall look. A clever way to dress up your style for less casual occasions.
For the campaign, photographer Josh Olins is able to flawlessly capture the sophisticated style of the new collection, while discreetly showing its relaxed nature through the poses of male model Hugo Sauzay. For Massimo Dutti, each piece of this collection represents an aesthetic experience in itself, consisting mainly in the perception of whomever chooses and/or dresses it. The new Limited Edition SS18 collection was presented in Paris at the vibrant and majestic Palais De Tokyo. A breathless casting of top models from around the world that included familiar faces such as Kit Butler, Mathias Lauridsen, Clément Chabernaud and campaign model Hugo Sauzay.
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