Serene and calm, but exuding power and confidence, Massimo Dutti’s latest campaign features part of the Spring 2020 Women’s collection through a balance of natural beauty and authentic boldness.
Lensed by Alvaro Beamud Cortes and featuring model Edita Vilkeviciute, the short video and collection of images, titled ‘New Power In,’ were released alongside a similar campaign with the same cast. The decision to split the women’s collection into two is an interesting one, and plays into the idea that the products can be applied to several areas of life and serve different purposes to all types of women.
Assertiveness is at the center of this side of the two campaigns, presenting the choice to let the Woman’s Wear speak for itself. No frills or fancifying the designs, the simple monochrome and color-blocked outfits work with the stunning backdrop of the European coastline to add flavor and chicness, while keeping the focus on feminine boldness.
The ad campaign ‘New Power In’ does not disappoint. Woman are powerful and strong on their own, and the brand is showing exactly that through the location, outfits, and creative direction choices.
Photographer | Alvaro Beamud Cortes Videographer | Remo Congia Model | Edita Vilkeviciute Stylist | Sissy Vian