MASSIMO DUTTI
FALL WINTER 2017/18
PAPER MAGAZINE NEW ERA, VOLUME II
Paper Magazine by Massimo Dutti invites you to continue the ADVENTURE of the modern era.
ma ssimodut t i.com
MASSIMO DUTTI
FALL WINTER 2017/18
PAPER MAGAZINE NEW ERA, VOLUME II
Fashion and Trends with capital letters. But without forgetting the soul and universe of a brand with unique and indisputable style. This second issue of PAPER is about all this and everything that has filled a year packed with news, excitement, challenges, surprises and talents. We’re joined by the titans, supremes and unrivalled leaders of fashion: stylists, photographers, models and everyone who, together with a highly talented and sensitive creative team, has contributed to mapping out a special path lined with beautiful stories that sometimes become poetry. Each page renders homage to teamwork and achieving common goals. And the images that shine from the pages, in a succession of scenes, undergo a pristine aesthetic metamorphosis that invites the reader to set forth in their imagination on a journey towards a once-in-a-lifetime experience.
Marta R. Hidalgo
ma ssimodut t i.com
EVENING WHISPERS
by Sean Thomas
EVENING WHISPERS PAGE.68
StylingRules
RUNWAY REPORT PAGE.10
BACKSTAGE
STYLING RULES PAGE.14
BACKSTAGE PAGE.18
ART IN PROGRESS
FW18REPORT RUNWAY MEN COLLECTION
CONTENTS
FW18REPORT RUNWAY WOMEN COLLECTION
MASSIMO DUTTI
SABINE MARCELIS
STEFANO BACCARI PAMEN PEREIRA
ART IN PROGRESS PAGE.96
UPDATE SEASON by Gregory Harris UPDATE SEASON PAGE.144
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ThE FASHION VeRdICT THE FASHION VERDICT PAGE.22
ThE FASHION MEmO by Amit THE FASHION MEMO MEN PAGE.102
PAPER 2018 NEW ERA PEOPLE PAGE.162
PAPER 18 NEW ERA PAGE.168
NEW ERA, VOLUME 2
ThE FASHION MEmO by DaNIEL JACKSoN
SHANGHAI CONNECTION
THE ITEM PAGE.28
THE FASHION MEMO WOMEN PAGE.34
SHANGHAI CONNECTION PAGE.58
PERSONAL TAILORING: MADE IN ITALY PAGE.122
NeVER SaY GOODBYE by FRANCK MaLThIERY BOYS & GIRLS PAGE.170
SPACE
PERSONAL TAILORING MADE IN ITALY
SERRANO
TROUSERSUIT
PAPER MAGAZINE
THE
NORTHERN TRAVELLER
BY
PERSONAL TAILORING: SERRANO SPACE PAGE.126
ANA BUSTO
THE NORTHERN TRAVELLER PAGE.128
MILAN VALENCIA ZURICH APERTURA TIENDAS PAGE.174
© Massimo Dutti. All rights reserved. Edited by Massimo Dutti. Partial or total reproduction is forbidden in any language and on any platform without prior written authorisation from Massimo Dutti, even when quoting the source.
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TALENTS:
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ANNIKA
HANA JIRICKOVA
BLANCA PADILLA
MEREL ZOET
SANNE VLOET
NOEMIE ABIGAIL
JULIA JAMIN
RUTH BELL
REGITZE CHRISTENSEN
STELLA LUCIA
SUNNIVA VAATEVIK
DAMARIS GODDRIE
ANNELY BOUMA
ALISA AHMANN
GIULIA MAENZA
MALGOSIA BELA
FW18REPORT RUNWAY WOMEN COLLECTION
MASSIMO DUTTI RUNWAY REPORT
YELLOW, PINK and RED stand out among neutral tones in a combination of fabrics, some more flowing and others more structured, including corduroy and velvet at their most luxurious.
HANA JIRICKOVA
MEREL ZOET
BLANCA PADILLA
SANNE VLOET
NOEMIE ABIGAIL
JULIA JAMIN
RUTH BELL
REGITZE CHRISTENSEN
STELLA LUCIA
SUNNIVA VAATEVIK
DAMARIS GODDRIE
ANNELY BOUMA
ALISA AHMANN
GIULIA MAENZA
MALGOSIA BELA
ELLEN DE WEER
ISABELLA EMMACK
MANUELA SÁNCHEZ
RUSSY JIN
HELENA SEVERIN
KRIJT
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ARMANDO CABRAL
RJ ROGENSKI
MATHIAS LAURIDSEN
XAVI SERRANO
FREDERIK KEHLSKOV
WOUTER PEELEN
JOHANNES SPAAS
JOAN PEDROLA
JOHANNES SPAAS
JUAN BETANCOURT
STEVEN CHEVRIN
BAPTISTE GIABICONI
NILS BUTLER
GARRETT NEFF
ORIOL ELCACHO
NOÉMIE ABIGAIL
ARMANDO CABRAL
JULIAN SCHNEYDER
RJ ROGENSKI
MATHIAS LAURIDSEN
MASSIMO DUTTI RUNWAY REPORT
JARROD SCOTT
JULIAN SCHNEYDER
JUAN BETANCOURT
FILIP HRIVNAK
GARRET NEFF
JOAN PEDROLA
JUAN BETANCOURT
CHARLIE FRANCE
HANNES GOBEYN
STEVEN CHEVRIN
XAVI SERRANO
BAPTISTE GIABICONI
NILS BUTLER
FILIP HRIVNAK
ALAIN FABIEN DELON
JOSEPHINE KLEIN
ORIOL ELCACHO
FW18REPORT RUNWAY MEN COLLECTION
PAPER MAGAZINE NEW ERA, VOLUME 2
The SUIT maintains its position and forms part of more casual daily wear. Also triumphant are quilted coats, knitted garments and black and grey monochromes.
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STYLING RULES
The new ROMANTICISM brings details such as bows, capable of transforming any look, whether for the daytime or the evening.
BOWS
StylingRules
MASSIMO DUTTI
PAPER MAGAZINE
NEW ERA, VOLUME 2
StylingRules
BAGS
In your hand or over your shoulder? Both, but better in your HAND than crossed over. As for size: medium or compact.
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STYLING RULES
A new chapter for a typical daily wear item. There are endless options but what they all have in common is VERSATILITY and COMFORT.
HAND-HELD
StylingRules
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PAPER MAGAZINE
NEW ERA, VOLUME 2
StylingRules
KNITWEAR
One of this season’s wardrobe staples becomes more modern than ever. This is how SWEATERS will be worn this season.
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TO HAND ___ Handbags and clutch bags that construct, define and set singular STYLES.
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BACKSTAGE
NEW ERA, VOLUME 2
#TheCallMadrid #MassimoDutti
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MONOCHROME ___ Block colours add new ranges to looks that create new realms of EXCLUSIVITY.
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BACKSTAGE
NEW ERA, VOLUME 2
#TheCallMadrid #MassimoDutti
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MASSIMO DUTTI
THE FASHION VERDICT
ThE FASHiON VeRdICT
COLOUR BLOSSOM - THIS SEASON’S CHANT IS CLEAR: COLOUR, COLOUR. PANTONES GOING FROM MORE NATURAL TONES TO MORE INTENSE RANGES THAT ENERGISE CALMER WARDROBES.
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NEW ERA, VOLUME 2
BLuE
New accessories are singing the blues and setting the rhythm for the new season.
THE CLASSIC CRYSTAL AND SKY BLUES WILL SHARE THE LIMELIGHT WITH NEW TONES IN SHADES OF KLEIN, INDIGO AND COBALT, CREATING A NEW CATEGORY FOR THE COLOUR.
Fashion will surprise us with new ranges and shades of one of the basic tones.
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MASSIMO DUTTI
THE FASHION VERDICT
The unrivalled power of black and white extends to even the smallest pieces, which combine the two tones.
The most iconic and enduring colour pair reinvents itself to maintain its pole position.
B&W THE DUO THAT NEVER FAILS IS UPDATED WITH SURPRISING RESULTS, CREATING PIECES WITH MATHEMATICAL PRECISION THAT OPT FOR MINIMALIST AUSTERITY.
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The mono-revival also affects accessories, which are injected with new doses of warmth and optimism.
R Ed
PAPER MAGAZINE
MONOCHROME IS BACK AND RED RETURNS TO CENTRE STAGE AS PART OF A TOTAL LOOK TAKEN TO EXTREMES, FOLLOWING THE STYLE MANUAL OF FIRMS LIKE MASSIMO DUTTI.
Wearing red separately, through different accessories, is a fairly typical option, but the time has come to raise the stakes.
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MASSIMO DUTTI
THE FASHION VERDICT
BROwN THE MOST EARTHY AND INCLUSIVE TONE AND ITS DERIVATIVES: CAMEL, CARAMEL, BRONZE, TOASTED, CINNAMON AND TOBACCO WILL HAVE A STRONG PRESENCE AMONG THE GARMENTS AND ACCESSORIES OF MEN’S DAYWEAR.
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A classic tone in fashion that maintains its desirability and versatility season after season.
Synonymous with warmth, it’s the ideal partner for casual and weekend outfits.
PAPER MAGAZINE
NEW ERA, VOLUME 2
THE NEW INK BLUE THAT COLOURS A LARGE SECTION OF MEN’S GARMENTS CAN BE ALMOST AS POETICAL AS BLACK, WITH SIMILAR POWERS OF ATTRACTION.
Elegant and suitable for all terrains, the perfect choice for men’s outfits at any time of day.
NavY
An enduring classic: the suit printed with weave to create checks, in a scale of blues.
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THE ITEM
Inspired by the iconic men’s two-piece, with checked print, the new design for the women’s suit maintains its position as a symbol of elegance and a daily wear icon. Linked to traditional British style, the checks run across perfectly streamlined silhouettes to give shape to the new favourite in urban fashion. Mica Argañaraz
The Prince of Wales is the leading print for the women’s trouser suit. British-inspired checks that provide sophistication and elegance for the contemporary woman.
TALENT
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TROUSERSUIT
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LEATHER ___ New leather stimulates the sense of TOUCH with its extreme softness.
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BACKSTAGE
NEW ERA, VOLUME 2
#TheCallMadrid #MassimoDutti
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NEW LUXURY ___ Backpacks that include a luxury a touch this winter: BRAIDED leather.
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BACKSTAGE
NEW ERA, VOLUME 2
#TheCallMadrid #MassimoDutti
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THE FASHION MEMO WOMEN
PAPER MAGAZINE
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Fashion-team favourites and stars that shine with the sparkle of the catwalk are the powerful aesthetics of the trends that will set the pace for the season. This is how we’ll buy, combine and wear a today reminiscent of its past.
TALENT
Ruth Bell
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THE FASHION FILE
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Malgosia Bela
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TALENT
Hana Jirickova
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THE FASHION MEMO WOMEN
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TALENT
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Damaris Goddrie
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THE FASHION MEMO WOMEN
TALENT
Blanca Padilla
MASSIMO DUTTI
AMERICANA lino crudo Limited Edition CHALECO lino crudo Limited Edition PANTALÓN chino detalle pinzas Limited Edition.
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PULSERA marrón con GARGANTILLA de piedra marrón de me invento. PULSERA marrón con GARGANTILLA piedra marrón de me invento. PULSERA marrón con GARGANTILLA de piedra marrón de me invento marrón.
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TALENT
Hana Jirickova
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THE FASHION MEMO WOMEN
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TALENT Hana Jirickova
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THE FASHION FILE 2017 SS
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TALENT
Ruth Bell
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TALENT
Blanca Padilla
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THE FASHION MEMO WOMEN
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TALENT
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Malgosia Bela
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TALENT
Blanca Padilla
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THE FASHION MEMO WOMEN
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Blanca Padilla
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MASSIMO DUTTI
SHANGHAI CONNECTION
MASSIMO DUTTI, IN COLLABORATION WITH TMALL SUPER BRAND DAY, PRESENTED ITS LIMITED EDITION WOMEN & MEN COLLECTIONS IN SHANGHAI. IT WAS THE FIRST TIME THE FIRM HAS ORGANISED A CATWALK SHOW IN ASIA, AND IT CHOSE THIS DYNAMIC, CUTTING-EDGE CITY WHERE TRADITION AND MODERNITY ENJOY A HARMONIOUS EXISTENCE. The chosen setting was the 1933 Shanghai building, an example of Art Deco architecture and currently the nerve centre for design companies and the creative industries.
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PAPER MAGAZINE
Designed by British architects and built with cement imported from the United Kingdom in 1933, the date that inspired its name, the inside of this emblematic building is like the setting for a sciencefiction film. With an impressive maze of spiral staircases and interlocking ramps that connect the circular central structure to the exterior walls, the building has large concrete atriums that give it the appearance of a giant fourstorey labyrinth, which makes exploring the space a fascinating adventure. This event represented another step on the path set by the brand, one that includes organising fashion shows marked by creativity and using the latest technology. On this occasion, Massimo Dutti
NEW ERA, VOLUME 2
Massimo Dutti surprised attendees with a unique and pioneering event where the building’s spacious inner hall was transformed into a microcosm of fashion and technology. surprised its followers with a unique and pioneering event where the building’s spacious inner hall was transformed for a few hours into a microcosm of the brand’s new chapter. The project was based on a carefully defined art concept that represented the physical space conceived as a huge music box containing the silhouettes of models entrusted with conveying
the cutting-edge ambition that drives the brand. It was all brought to life through the fusion of different musical compositions, both electronic and symphonic. The sound aesthetic narrative was developed through three different planes of visual representation, including a catwalk, a large audiovisual screen and an interactive holographic screen, within a unique creative discourse, underpinned by the principles of quality, coherence and meticulousness. All of which are inherent in the brand’s DNA.
Technology played a special role in the organisation of a historic catwalk show in the city of Shanghai.
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MASSIMO DUTTI
Presenting the new Limited Edition collections was a sublime exercise in fashion and technology. In the catwalk show that took place in Shanghai, Massimo Dutti surprised attendees with a Limited Edition collection. On one hand, the collection reflects the intent to recreate historical trends, revisiting styles, icons and silhouettes, while on the other, it upholds the commitment to offer garments that meet the demands of street style, perfectly in line with today’s preferences. Through this activity, Massimo Dutti writes a new chapter on the dress codes of modern elegance, based on strong foundations that reintroduce certain values from the past, thanks to the expertise that characterises the brand when it comes to decontextualizing, and knowing that it isn’t who wears a collection but how it’s worn. This mix of past, present and future that brings together the different looks creates a harmonious coexistence inspired by strict aesthetics whose reinterpretation emanates a flair of sober intellectuality. References diluted to meet current styles and adapted to suit a moment when reinterpretation is once again the most effective alternative. 60
SHANGHAI CONNECTION
The new silhouettes and cuts of the pieces look to be fertile ground for this new chronological investigation. The result materialises through a collection that offers multiple alternatives to achieve the new season’s looks, all adaptable to everyday dress and fittingly personalised with the brand’s unmistakable seal. This is the meticulous work of the Massimo Dutti firm. Work that unearths traditional values and reinterprets them to produce new versions that carry the legacy of such remarkable influences as suits with a Romantic cut, which earlier societies viewed as futuristic in spirit and which are now making a natural come back. The end result is a simple blend
of tradition and innovation, with refined fabrics based on materials and colour contrasts that denote a clear preference for Romanticism. The sophistication of the classic bourgeois lady joins pure intellectuality in the Women Collection. A collection for a woman
PAPER MAGAZINE
NEW ERA, VOLUME 2
A luxurious line-up for a new chapter that carries the signature values of the brand. with a relaxed attitude, inquisitive spirit and cult interests who values comfort without foregoing elegance. Some items are made of lightweight and sumptuous fabrics, with details like ruffs and XXL bows that put the finish-
juxtaposition of different opposing fabrics (knitwear, silk, satin, velvet and organza) and opts for safe options, like the king of neutrals: black, which shares the stage with intense reds and vibrant yellows. As for wearability,
eveningwear has undergone the most reinterpretation, to achieve the utmost sophistication through accessories like velvet slippers in all possible colours.
ing touch on blouses, coats and dresses, adorning collars, round necks and low backs, overlaps that create flaps on double-faced jackets and leather combined with softer fabrics. In terms of colour, the collection favours monochrome broken by the 61
MASSIMO DUTTI
SHANGHAI CONNECTION
The firm’s creators unveiled their offerings encapsulating today’s trends through their Limited Edition collections. Accessories. Prints. Colours. Silhouettes. Fabrics… And much more.
Massimo Dutti’s Limited Edition collection took centre stage at the fashion show of the year in Shanghai. From the intimate backstage area to the magical front row, fashion, once again, proved fascinating.
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PAPER MAGAZINE
NEW ERA, VOLUME 2
Models ready to step onto the catwalk to star in a fashion show that was a display of style at its most elegant and cutting-edge. A blend of styles that harmoniously brings together urban formulas, with 100%-effortless garments.
On one hand, the Massimo Dutti Limited Edition collection reflects the intent to recreate historical trends, while on the other, it upholds the firm’s commitment to offer garments that meet the demands of street style, in a sublime act of communion.
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MASSIMO DUTTI
The new Massimo Dutti Fall/Winter 2017 Limited Edition collection is a tribute to classic tailoring and new urban dress codes.
SHANGHAI CONNECTION
designs. Traditional tailoring lives on through impeccable cuts in suits made with premium fabrics that give a subtle nod to studied informality. The effortless style that is one of the brand’s defining qualities is at its best with new outdoor ideas that clearly focus on intellectual comfort. Options where colour plays a decisive role through solid tones with discreet nuances.
The new Massimo Dutti Men Collection was a tribute to classic tailoring and new urban dress codes.
In the futuristic setting created specially for the occasion, the Limited Edition Men FW17/18 collection by Massimo Dutti showed off the qualities of the exquisite materials that take form in their finest splendour in new 64
The two collections, Limited Edition Men & Women by Massimo Dutti, coincide in opulently luxurious materials with moderate adornment. All in exactly the right quantity to produce the degree of exclusivity that characterises the brand, without forgetting a subtle nod to the past, which is an essential ingredient to give the appropriate cultural reference to each new chapter that fashion writes.
PAPER MAGAZINE
The new winter rules require a neutral palette, with a marked preference for grey, dark blue and black.
NEW ERA, VOLUME 2
The two collections, Limited Edition Men & Women by Massimo Dutti, coincide in opulently luxurious materials with moderate adornment. All in exactly the right quantity to produce the degree of exclusivity that characterises the brand, without forgetting a subtle nod to the past, which is an essential ingredient to give the appropriate cultural reference to each new chapter that fashion writes. 65
MASSIMO DUTTI
And the time came. . . And the catwalk became the precursor to an event where fashion was the main attraction.
Leading members of the press and numerous representatives from the local fashion and film sectors were the stars at the event, where the brand regaled its guests following the catwalk show.
At the event organised by Massimo Dutti in Shanghai, the firm had an exceptional host: Bosco Wong, renowned actor and singer born in Hong Kong, famous for his roles in major films such as Under 66
THE MASSIMO DUTTI SOCIETY
the Veils, Two Steps from Heaven and Buddy Cops, and television series, particularly for the HK TVB (Television Broadcasts Limited) channel. The leading Asian media companies were all there, not to mention China’s most popular emerging actress, Adi Kan, wellknown socialites, including fash-
ion blogger Gogoboi, Anny Style on Top and Dipsy, and the elite of local culture. They all gathered at Shanghai 1933 to celebrate a pioneering event.
PAPER MAGAZINE
NEW ERA, VOLUME 2
Shanghai enjoyed a magical night of fashion and stars who didn’t want to miss out on such a special occasion and on enjoying the links between fashion, art and technology.
NO ONE WANTED TO MISS THE PARTY OF THE YEAR IN SHANGHAI. “EVERYONE” WAS THERE. AND THAT “EVERYONE” INCLUDED THE CRÈME DE LA CRÈME OF THE CITY’S CULTURAL AND FASHION CIRCLES. 67
The natural setting is a major source of inspiration when it comes to deciding on a look for that special night out. Southside House has a marvellous atmosphere and is one of those charming places where you lose all track of time and give yourself up to the magic of a unique setting.
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ACCESSORIES
EVENING WHISPERS
by Sean Thomas TALENT
Molly Smith
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TALENT Molly Smith
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Molly Smith Adrien Sahores Maya Josefine Gunn Toni Leigh
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TALENTS Molly Smith Maya Josefine Gunn
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TALENTS Molly Smith Toni Leigh
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TALENTS Toni Leign Molly Smith
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EFFORTLESS La vocación estival del azul tiñe los looks del nuevo CASUAL masculino.
BLUE AND BLACK ___ They work together and separately, in combinations that express NEW COLOUR schemes.
MASSIMO DUTTI BACKSTAGE
NEW ERA, VOLUME 2
#TheCallMadrid #MassimoDutti
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MOOD ___ Pieces from a collection that speak for themselves and define the SEASON.
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BACKSTAGE
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#TheCallMadrid #MassimoDutti
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ART IN PROGRESS
ART IN
SABINE MARCELIS
Paseo de Gracia, 96 Barcelona
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NEW ERA, VOLUME 2
From her studio in Rotterdam, Sabine Marcelis produces most of her work and commissions, collaborating with large companies and architecture studios.
Sabine Marcelis, an acclaimed Dutch artist, produces lamps, mirrors and a spectacular variety of abstract objects that reflect her particular perspective on the effects of light on colour. Under the banner SPLENDOUR, the partnership between Marcelis and Massimo Dutti includes the creation of a series of light-filled pieces where plays on shapes and colour graduation take centre stage.
These large, aesthetically beautiful pieces are strategically placed at different points in the Massimo Dutti flagship store at the heart of Paseo de Gracia, Barcelona. For several days, the shop will become a gallery for Marcelis’s work: a space where fashion, art and technology coexist in total harmony.
PROGRESS
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ART IN PROGRESS
ART IN
STEFANO BACCARI
Colรณn, 66 - 68 Valencia
Massimo Dutti welcomes back renowned landscape gardener Stefano Baccari, to create an indoor garden at its new flagship store, Valencia.
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Massimo Dutti recently opened a new flagship store in the heart of Valencia, on Calle Colón. The new store has been constructed in an eco-friendly building that makes technology available to the customer. It measures a total of 1,500 m², distributed over three floors dedicated to the Women, Men, Personal Tailoring and Boys & Girls collections. It’s also home to an indoor garden designed by Italian landscape gardener Stefano Baccari, who defined his creation as a “living theatre of nature”, with vines and plants reaching as high as 6 m, including asparagus, jasmines, ferns and violets, combined with foliage in red tones.
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ART IN PROGRESS
ART IN
PAMEN PEREIRA
The work of artist Pamen Pereira is based on drawing, sculpture, painting, installations, photography, video and any materials that can be transformed. Her creative process is generally fused with her life experience and is profoundly linked to the natural world, which is the source of most of her images. A cascade of polystyrene rocks, each covered in cement and given a distressed finish, create the effect of being suspended in the air. They’re accompanied by resin swallows sprayed with cement, to make them look as if they’re made of stone.
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Paseo de Gracia, 96 Barcelona
Massimo Dutti showed several works by renowned contemporary Galician artist Pamen Pereira in an exhibition entitled Bones of the Earth, at one of its leading flagship stores: Paseo de Gracia, 96, Barcelona.
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MASSIMO DUTTI
THE FASHION MEMO MEN
Sophisticated materials, classic concepts and daring character shine through in this season’s essential items. Some pieces are the result of updates to the conventions of traditional tailoring, others pay their own special homage to decades of rebellion. And all united under the banner of individuality.
TALENT
Joan Pedrola
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THE FASHION MEMO MEN
TALENT Joan Pedrola
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TALENT Joan Pedrola RJ Rogenski
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THE FASHION ACCESSORIES MEMO MEN
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THE FASHION MEMO MEN
TALENT Alain Fabien Delon
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THE FASHION MEMO MEN
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TALENT Alain Fabien Delon
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TALENT Alain Fabien Delon
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THE FASHION MEMO MEN
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THE FASHION ACCESSORIES MEMO MEN
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THE FASHION ACCESSORIES MEMO MEN
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TALENT Alain Fabien Delon
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PERSONAL TAILORING by Amit TALENTS Joan Pedrola RJ Rogenski
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THE NEW MASSIMO DUTTI LINE MADE IN ITALY ENCAPSULATES THE PHILOSOPHY OF EDUCATED LUXURY, THE ONE THAT INCLUDES UNEXPECTED DETAILS THAT SET THE WEARER APART WITHIN MEN’S FASHION.
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PERSONAL TAILORING
TALENT Alain Fabien Delon
As part of the Personal Tailoring service, the Made in Italy line offers a collection made up of a select number of pieces that revindicate high quality as the future’s most sought-after prize.
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And this quality is guaranteed by the excellence of such exclusive suppliers as Vitale Barberis Canonico and Albini, not to mention the infinite details of traditional tailoring that have achieved a reputation of excellence that extends beyond fashion and trends.
Every piece in the made in Italy line reflects the pure craftsmanship that characterises italian tailoring. 125
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In the new Personal Tailoring space opened by Massimo Dutti in the centre of Madrid, all details conspire to consolidate the brand’s identity and lifestyle of men’s finest tailoring world in a comfortable environment designed to create and personalise each purchase.
Madrid welcomes the opening of an exclusive Personal Tailoring space, where the word experience acquires a special relevance.
In addition to the personalised attention customers will receive in this space, anyone opting for this exclusive service will also enjoy a private virtual space.
This consists in having access to an area called Premium Space, where all the customer’s purchases and measurements will be stored, giving them the option, for example, to order shirts without having to go to the store.
SPACE
SERRANO
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Few looks are this sensitive when it comes to capturing the energy of the moment. North winds, bleak landscapes and nature in its purest state. Temperatures drop and pieces come out that exude warmth, through outfits offering balance and perfect harmony.
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THE NORTHERN TRAVELLER
THE NORTHERN
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Xavier Buestel
ANA BUSTO
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TALENTS Xavier Buestel Jeremy Dufour
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TOP verde Limited Edition FALDA midi cruda Limited Edition BLUSÓN estructura Limited Edition FALDA midi bordada Limited Edition TOP napa detalle bordado Limited Edition PANTALÓN blanco Limited Edition.
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ACCESSORIES
PENDIENTES largos detalle piedra rectangular. GAFAS carey detalle metal.
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SEASON Harris The universe of good taste materialises through brand-new, ness and embody the essence of the firm and how it envisages the upcoming season.
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exclusive pieces that exemplify exquisite-
Mica ArgaĂąaraz
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PEOPLE
The chosen setting: Linares Palace, home to Casa de América, located in the heart of Madrid, on Plaza de Cibeles.
IRENE KIM - LAURA HAYDEN - GIULIA TORDINI - BERTA BERNARD - NICOLE WARNE - VERONIKA HEILBRUNNER - SCOTT SCHUMA GIULIA MAENZA - XAVI SERRANO - ANA PONSA - DILETTA BONAIUTI - PAOLO STELLA - HERMANAS TORDINI - BÁRBARA MARTELO - G CARLA HINOJOSA - MARC FORNÉ - ALEX RIVIÄRE - BÁRBARA MARTELO - BLANCA SUELVES - LOR
Specialist journalists, international fashion influencers and leading members of society and the city’s cultural circle came together at an exclusive event. sof the fa embers of m t n d e n v a e rs e influence attendance at th g in d a The le all in ss were hion pre . n o the seas
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The M a brough drid event, o rg t fashion together big anised by M names a circle. from th ssimo Dutti, e intern ational
AN - BLANCA PADILLA - MATHIAS LAURIDSEN - ARMANDO CABRAL - MANUELA SÁNCHEZ - REGITZE CHRISTENSEN - JULIA JAMIN GIORGIA TORDINI - JULIA JAMIN - DILETTA BONAIUTI - VERONIKA HEILBRUNNER - PAOLO STELLA - JUAN CEBRIÁN - ORIOL ELCACHO RENZO CASTILLO - MIRIAM DE HUNGRÍA - CARLA HINOJOSA - GIORGIA TORDINI - JENNY WALTON
An outstanding cast headed by a selection of top models presented the garments that topped the most-wanted lists this season.
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PARTY NIGHT ___ Evening looks are an ode to FEMININITY and ELEGANCE, with a touch of Romanticism.
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BACKSTAGE
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#TheCallMadrid #MassimoDutti
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GREY MATERIAL ___ One of the leading NEUTRALS finds new means of expression in mineral ranges and textures.
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#TheCallMadrid #MassimoDutti
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PAPER 18 NEW ERA
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Massimo Dutti is consolidating its digital campaign through the Paper publishing platform and by distributing quality content linked to the brand’s universe. The Paper project is part of Massimo Dutti’s digitalisation strategy for new social spaces and is built on contents and the role these spaces play in reinforcing the brand’s universe, on a key platform: 168
publishing. Paper came about as a sophisticated product with a high degree of influence, supported by an established branded channel: massimodutti.com. The MAGAZINE, in all its formats, is the medium offering the most inspiring content, bringing brand prestige and reinforcing its image. Based on the brand’s experience, this is a key tool in its
Paper is a highly innovative project in the brand online communication sector. It takes form through editorial contents in a magazine format and brings together the essence of the Massimo Dutti global universe, and the spirit of a community of readers/ followers/consumers who are loyal to the brand. engagement strategy, to reinforce, maintain and generate #brandlovers. Paper promotes the brand’s values through inspiring and carefully created content. The highest-quality website in the branded content sector has the best fashion and lifestyle content creators and production teams, for its regular features and for special news-generating events.
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HIGH-QUALITY EDITORIAL CONTENT IS A TOOL THAT DEFINES WHAT IS UNIQUE ABOUT A BRAND AND HELPS TO INCENTIVISE E-COMMERCE.
Through Paper, Massimo Dutti aims to attract its community towards the brand’s online channels, turning their interest into
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Paper is an initiative by Massimo Dutti in collaboration with a highly experienced team in the fashion publishing sector, led by Marta R. Hidalgo (editor), María Latre (art director) and Flavia Da Silva (webmaster). It also enjoys the collaboration of influencers from the fashion and culture sectors, who regularly participate
and make reading the magazine a fascinating experience. Paper offers a click-&-shop buying experience designed and developed to support the e-commerce platform by generating leadlinks to the online store. Massimo Dutti’s customer is always connected and accesses the brand through their computer, tablet or smartphone throughout the day and depending on their needs. So, a large proportion of the traffic to Paper comes from mobile devices, which is a result of the excellent browsing experience on the responsive website (which adapts to all formats and mobile devices). From a technical perspective, Paper is a platform that brings new advances regarding SEO, usability, browseability and buying, and offers the possibility to optimise the positioning of its contents on search engines on different channels (websites, e-commerce, mobile apps, microsites, social media channels, etc.).
results through contents and based on the brand’s specific objectives, whether they be to generate sales or loyalty. 169
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BOYS & GIRLS
NeVER SaY GOODBYE by FRANCK MaLThIERY 170
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Massimo Dutti launches its new campaign, photographed once again by Franck Malthiery, which tells a fun story in a setting where the combination of nature and fashion is more magical than ever.
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Never Say Goodbye is the title of the new Massimo Dutti Boys & Girls collection for fall-winter 2017–18. A visual display inspired by what short breaks represent when they turn into exciting (and new) adventures that need an impromptu suitcase. Clothes that are warm, comfortable, and most importantly, suitable for all terrains.
Faithful to the pure lines and neutral colours that symbolise the firm’s special universe, the garments that comprise the Boys & Girls collection re-examine the dress codes that trends dictate to adapt to the needs of little ones, letting them move and have fun, while still dressing like children.
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You’re never too old for fun, innocence and the pleasure of enjoying a new discovery or a unique and unforgettable experience of the kind that happens just once in a lifetime.
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MILAN The new Massimo Dutti flagship in the wonderful, legendary Galleria Vittorio Emanuelle, Milan, occupies premises measuring 800 m², distributed across four floors, and home to the Men and Women collections. The Massimo Dutti team was responsible for the interior design, which includes a Tailoring Museum exhibiting materials typical of this discipline.
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OPENING STORES
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ZURICH Massimo Dutti opens the doors of a new store in Zurich (Switzerland), in a building whose historical façade has been conserved intact. It’s the former home of Credit Suisse bank, which dates back to 1925, and is located at Bahnhofstrasse 53, one of the city’s busiest shopping streets. The store’s 600 m² of retail space is distributed over two floors dedicated to the Men and Women collections. 175
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VALENCIA Massimo Dutti has opened a store in Valencia at the cutting edge of technology. The new flagship can be found on Calle Colón, 66–68, in premises measuring 1,500 m², which are home to three lines: Women, Men and Boys & Girls. The buying experience at the new store includes implementation of the state-of-the-art technology that the brand has been developing recently.
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MASSIMO DUTTI – Paper Magazine is a project published by Massimo Dutti. Editor: MARTA R. HIDALGO / Artistic and Graphic Design Director: ANA MIRATS STUDIO Collaborators - Writers: CECILIA PARELLADA / Styling: MASSIMO DUTTI TEAM & MARINA GALLO / (FW18 Campaign) Photography: JOSH OLINS Make-up Artist: Maki Ryoke / Hair artist: Tomoyo Shionome FASHION STORIES Photography: TOMMY TON / DANIEL JACKSON SEAN THOMAS / AMIT / ANA BUSTO / GREGORY HARRIS.
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