Massimo Dutti Promotes a Circular Economy concept through the Jeans X Jeans Collection Campaign

Fronted by Braien Vaiksaar, the campaign presents a sustainable denim collection that represents the brand’s commitment to the environment

Clothing waste is among the major environmental problem that still haunt the fashion industry. Dedicated to protecting the nature, Spanish fashion label Massimo Dutti unveiled a special collection dubbed “Jeans X Jeans” for this year’s summer. A part of the JeansRedesign Project, the collection is crafted following the principles of circular economy that involves minimizing material consumption and reusing existing materials. The house also strives to create less harmful pieces by implementing waterless procedures, including ozone finishing. Furthermore, renewable or recycled non-hazardous materials are used in the denim making.

Following the release of the collection is a campaign fronted by Braien Vaiksaar. The photo session for the campaign advertisement was set on a minimalist theme, allowing for a focus on the denim creations. In the studio images, Vaiksaar is seen posing in a simple assemblage of  plain t-shirts or shirts and denim pants, barefoot. Fashion photographer Bruno Staub was in charge of capturing the photos—largely rendered in black-and-white, while casual ensembles were the creations of stylist Marina Gallo.