Massimo Dutti

'Voyage' Summer 2021 Ad Campaign

Review of Massimo Dutti ‘Voyage’ Summer 2021 Ad Campaign by Photographer Dan Martensen, Clare Richardson with model Anna Ewers

Massimo Dutti explores the Mediterranean in a new campaign for Summer 2021. The campaign features styling by Clare Richardson with photography by Dan Martensen.

With her natural beauty, bright smile, and golden tresses, it’s easy to see why model Anna Ewers is a go-to favorite for many different house’s summer-focused campaigns. The campaign sees her explore the shores and waves of the Mediterranean Sea in a celebration of adventure and the beauty of the natural world.

The short film layers together candid shots of Ewers enjoying the sun with footage of the Mediterranean and the plant life that grows near its shores. A plucked-guitar soundtrack emphasizes the serene and ancient beauty of these waters, while vintage film grain lends the moving imagery a nostalgic, collage-like quality.

Richardson’s styling further develops this collage aspect. She arranges Martensen’s images, which feel like elevated travel photographs, into a scrapbook-like layout. The images are overlaid with delicately inked calligraphy, little notes which reflect on the feelings of travel and discovery. The calligraphic style also ties in nicely to Massimo Dutti’s logo, a small detail that does strong work to unify the imagery and brand identity.

Despite their Italian flavor, Massimo Dutti is a Spanish brand, and also lacks the level of personality recognition utilized by Italian brands with well-known creative directors – houses like Gucci, Fendi, or Bottega Veneta. But this campaign shows the brand doing smart work to continue developing a strong identity, casting a recognizable and lovable face and leveraging art direction to create a sense of character and signature style.

Photographer | Dan Martensen
Stylist | Clare Richardson
Model | Anna Ewers
Hair | David Harborow
Makeup | Siddhartha Simone