The Summer 2020 campaign from Massimo Dutti is an intimate portrait of the upside of quarantine.
The campaign stars model Heloise Guerin Demarchelier and is set at her home, with photography by her husband (and fashion photographer) Victor Demarchelier. This familial intimacy is present in the photographs and film; Heloise is comfortable and confident in her own space, and Victor’s love and sensitivity towards her is palpable in the images. Dressed in airy neutrals and earth tones, she frolics through blooming trees or relaxes beside the water, taking joy in small moments. The honesty and genuine care with which the project is constructed is enchanting.
The campaign is an exposition of the beauty that can be found in one’s own space. Yet most people are not quarantined at a home in the East Hamptons, and so in a sense the campaign could seem a little tone-deaf, a little “let them eat cake.” But in focusing on a central figure and her relationship to her space and to herself, rather than on the space itself, the campaign maintains a level of universality. Everybody has these kinds of relationships, no matter where they are, and quarantine has provided a unique opportunity to confront or explore them. This campaign succeeds by showing us how beautiful this process can be.
Photographer | Victor Demarchelier Model | Heloise Guerin Demarchelier Stylist | Marina Gallo Production | Carmen Jiménez