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In case you’ve ever wandered down London’s busiest procuring streets, or shopped in one in every of Spain’s larger cities, you’ve got in all probability heard of Massimo Dutti. In any other case the model continues to be comparatively underneath the radar, regardless of opening its first UK retailer again in 2002. Owned by the identical firm as Zara, it is considerably of a giant sister model to the ever-present excessive avenue hero. At Massimo, you may discover extra premium designs, higher high quality and, sure, increased worth factors. However the providing, regardless of nonetheless following a comparatively quick vogue cycle, feels wholly extra timeless. In actual fact, I nonetheless have beloved Massimo Dutti objects in my closet that I obtained on holidays in Marbella ten years in the past.
As a London-based stylist with basic (learn: costly) style, I’ve had Massimo Dutti on my radar for a very long time, however for 2023 my love for the model’s designer-looking buys has reached the purpose of obsession. As vogue editors at Who What Put on, you’ll be able to think about we see loads of nice manufacturers in our working day, but it surely’s Massimo’s new-in part that I examine religiously.
Perhaps the latest pique in my curiosity has one thing to do with the rise in recognition of « quiet luxurious »— an anti-trend that’s mainly an appreciation of luxurious minimalist fashion (one thing I have been a fan for lots longer than this viral second). With extra of those polished seems to be round, on celebrities (Sofia Richie, we see you) and vogue folks alike, which principally revolve round excessive finish luxurious buys, I’ve come to re-appreciate Massimo Dutti and it is extra reasonably priced tackle these items.
