07 February 2014

Massimo Dutti launches on Dublin's Grafton Street

Spanish fashion brand Massimo Dutti has brought its signature brand of classic elegance to Dublin's Grafton Street, setting up shop in what was previously HMV’s flagship store.

Much like Cos, Whistles and & Other Stories, the brand bridges the gap between highstreet and high-end; its 'classic but contemporary' aesthetic is perfectly pitched towards my age group and I can see this being a favourite work-wear haunt.

Part of the same group as Zara and Pull & Bear, Massimo Dutti originally specialised in men's fashion and branched into women's wear in the early 90s; children's, accessories and fragrance lines soon followed.

For SS14, the colour palette is chic and soothing: think lots of neutrals and blues.  The accessories are stunning - I'd like a leather clutch in every colour - and fabrics seem luxe and quietly expensive (when they're not prohibitively so; the leather jacket here, also available in black, is €350; the leather pouches €69.95.)

You know those impossibly elegant women you see when you're on holiday in expensive European coastal towns? The ones all cool and chic and breezy looking while you're sweating in a sundress? They look like they shop here.

Are you familiar with the brand?

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