top of page
  • Writer's pictureXPEDITION Magazine

Massimo Dutti AW19 Campaign: The Secret Love

Massimo Dutti remains faithful to its aesthetic, with a contemporary and refined image for its new Men & Women AW19 campaign. 

Mikael Jansson – one of those photographers whose snaps help to create a collective imaginary look and one of the most sought-after artistic directors in the world– uses his unique vision to portray an intimate and beautiful neorealist campaign, full of symbolism and references to the interaction between seduction and mystery.

The models, Deirdre Firinne, Rianne van Rompaey and Simon Nessman, are part of a story with a cinematographic touch where the studied theatricality, the poses and the perfect setting show once more that as well as inspiring each other, fashion and cinema are inescapably linked.

Under creative direction from the Franck Durand Atelier, narrated as a dialogue of evocative images from literary realism, The Secret Love is inspired by the excitement of a passionate moment, captured with the same aesthetic that the artist uses for all the productions that bear his name.

With this new campaign, Massimo Dutti transports us to a historical and romantic setting, making us spectators to a series of sequences that touch the heart as we dream and enjoy the new fashion arrivals.

Her. The floaty skirts and theatrical coats with their fur details, the tailored coats and the suits with culotte trousers complete the perfect wardrobe to show off in the twisting, romantic lanes seen in the campaign, as well as a dress code to perfectly interpret the new season. The presence of chunky knit sweaters is a sign that comfy fashion and sporty style are here to stay. The total look of white in winter, the heightof chic, shows that this colour will be a hit with the public. The counterbalance: endless woody tones that recreate the melancholic beauty of autumn. Bags, sunglasses, belts, hats and small pieces of jewellery all abandon neutrality and minimalism to revel in absolute exclusivity.

Boys. With the impeccably cut suits, pleasant top-quality fabrics like wool, knits or leather and colours that are an ode to quality, Massimo Dutti is the obvious choice for the successful modern man, while setting out the brand's stand as a flagship label for a new men's dress code. The chunky knit sweater proves to be more than just a must-have to keep out the cold. The new models are representative of a lifestyle. A lifestyle where comfort also adds character and personality to daily wear The suit, the season's star garment, is brought up to date by changing the silhouette: the jackets are tailored with a simple button fastening or double breasted. The extra touches push the limits of these basics, pieces that are all set to shake up comfortable dailywear. And so the winners are garments that add character, accessories designed to be exclusive and textures that cry out to be touched.


bottom of page