If we have our eyes open to magic, it can fall upon us any day in these special times. Massimo Dutti knows, and that is why his campaign for 2025, Holiday light, It is much more than just an announcement: it is a declaration of principles, a story of modern history woven with layers of authenticity and craftsmanship. Faced with a world dominated by digital, the company strives to return to the tangible, to what works with our hands, to what relates to the human pulse.
This is why he imagined a miniature universe, where each glass of snow seems to be placed with tongs, each light shines with the warmth of an idea, and each movement is the result of a deliberate and loving gesture. It’s like this Holiday light, an animated short film stop the movement who puts digital aside to immerse himself in the pure magic of hand-to-hand combat. More than 2,400 images, each within a physical scene constructed, lit and photographed for the occasion. A visual engineering work that involved more than 25 artists — from costume designers to set designers — under the direction of the prestigious Ray Atelier in Stockholm, a creative studio specializing in immersive experiences, to tell a story as elaborate as it is simple: that of a star who finds his way home.
His story is delicate and universal. A lost star falls to Earth, imbuing everything it touches with light. A mysterious woman, observer of the firmament, in the shadows. Using a ladder that defies the night, she tenderly returns to her place in the cosmos, on the moon. A beautiful visual metaphor for Christmas: it is a journey home, the light that guides in the darkness, a simple selfless gesture that illuminates another’s world.
For Massimo Dutti, this star is also a reflection of his own philosophy by highlighting significant details: the warm light that emanates from fine wool, the impeccable cut of a shelter that shelters the body on the ground, as well as the festive spirit, the texture of a sweater that invites you to touch it. The collection that accompanies this campaign – although not explained in the short – can be seen from all angles: elegant, calm, with a contemporary cut and noble materials which dialogue perfectly with this universe of craftsmanship and serene beauty.
The minimalist, snowy environment of the campaña guides a refined marine palette: deep blacks, mineral grays, snowy whites, touches of beige and brown, accentuated by the discreet metallic shine of the accessories, like this star that illuminates everything. It’s an invitation to dress Christmas with timeless pieces, with this know-how which characterizes the company. Faced with acceleration and noise, Massimo Dutti chooses the opposite path: pause, emotion, a careful narration of our own images and emotions. Because dressing well, with the serene elegance that the house offers, is also a way of illuminating the world around us.
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