The 2026 Summer LOOK for Italian sports brand LOTTO has been released. IN FOCUS was responsible for the production of both the still photography and the film.
Founded in 1973, LOTTO has built its legacy alongside many of the world’s top athletes. Since 2025, the brand has been expanding its presence in Japan under the creative direction of Hiromichi Yumoto, presenting a renewed brand vision.
The 2026 Summer LOOK is set against the atmosphere of Milan, Italy—a city where fashion, street culture, and vintage culture coexist. The campaign expresses a creative vision that blends the active spirit of sport with the edge of street culture.
CREDITS
PHOTOGRAPHY : Takuto Yamasaki (Model), Yuichi Akagi (Still Life)
CINEMATOGRAPHY : Yuichi Akagi
STYLING : Takayuki Tanaka
HAIR & MAKE-UP : Narumi Tsukuba
MODEL : Balderie, Tamara, Augustin, Christa, Joseph, Luka, Marek, Matvei, Rose, Toby
PRODUCE : Satoru Komura (IN FOCUS)
CLIENT : URBAN RESEARCH