Campaign: Massimo Dutti A/W 2016

I will start by confessing that Massimo Dutti has always been my least favourite of the Inditex reincarnations, probably because it is too grown-up.

This year's Fall/Winter campaign has achieved something I was not expecting: making Massimo Dutti look cool.

Targeted at an older, more-business-less-casual audience, Massimo Dutti usually channels the Neapolitan dandy aesthetic behind their fictional founder, all with a price point surpassing even the most expensive Zara lines and that is not always justified.

Mario Testino repeats behind the camera, featuring models Sean O'Pry and Steven Chevrin. Rich, textured materias, chunky knits in rusty and earthy tones are the focus of the menswear side of the campaign, creating a more modern and youthful image for the brand: there are no shirts or polo-shirts in sight.

Some of the pieces are already available for purchase, and you can check them out here.

 On the right, Sean O'Pry wears the  wool blazer with removable waistcoat , available now only in black for £179.

On the right, Sean O'Pry wears the wool blazer with removable waistcoat, available now only in black for £179.

 Steven Chevrin is wearing the  quilted nappa jacket with hood , available now for £249.

Steven Chevrin is wearing the quilted nappa jacket with hood, available now for £249.