Massimo Dutti (Barcelona, Spain)

No, I'm not in Spain even though these wonderful Spring temperatures almost make me feel like I'm there again. I've been meaning to post about Massimo Dutti, not just because the pics I took during my trip to Barcelona last May have been sitting on my desktop for far too long (click here to view my other Barcelona finds), but because I've gotten a few requests from readers wanting to know more about Zara's 'older sister'. I was also inspired to post about this brand after a shopping trip two days ago when I was hoping to browse this season's newest trends. As fun as high street shopping can be, I found myself fighting my way through the crowds at Zara, followed by picking through heaps of clothing piled on tables or slipping off hangers on the overfilled racks and finally finding something that looked half decent only to realize it was paper thin or made of polyester (mind you, the label isn't all bad as I'm sure you know, but shopping there can be a pain) - all of this made me flee to it's sister brand, who's shop felt like an oasis and where peaceful browsing was actually possible. Despite ignoring the brand more than I should, I found so many beautiful and well-made items during this little outing, I felt it was time to do a little write-up on this label.

A few campaign looks from SS10 (images: Massimo Dutti).

It is fairly well known, at least in Europe, that the Inditex Group doesn't just own Zara but a number of other brands such as Bershka or Pull & Bear in order to cater to various target groups thus widening their portfolio. Massimo Dutti is one of the few brands that wasn't actually created by the corporation, but acquired by it back in 1991. Founded in 1985 Massimo Dutti, who's home is Barcelona (Inditex itself is based in the region of Galicia), where the headquarters still remain today, actually started out as a menswear retailer. As such, you can imagine that tailoring is one of the key strengths of the brand and while a women's range, as well as children's wear and baby clothing followed throughout the years, there's still a proud heritage when it comes to creating looks for the male consumer. It's probably why this is one of the few high street retailers that offers a personal tailoring service, where men can have a suit, shirt or other clothing items custom made for a fraction of what a bespoke tailor would charge (suits start at around 500 EUR). But since I'm not a guy, I have to focus on the women's range, which isn't too shabby either.

Casual menswear on the ground floor.

I had a thing for these spiral stairs... can you tell?

Just a word of caution - Massimo Dutti is the kind of brand that will look a lot more conservative than it is. I remember walking into one of their newly opened stores six years ago. My friend needed a new work outfit and I offered to come along. At the time, I had no idea this brand belonged to the Zara group. I actually thought they were Italian and the decor made me believe they were a designer brand - one with a very Ralph Lauren type of aesthetic. I was surprised by the pricing, which looked fair considering the materials consisted of silk, wool, cashmere or pure cotton. At first glance, I didn't see a single thing I liked. Even today, I have to walk past the initial few looks near the entrance, which usually include clothing in the country chic category. Perfect if you're the kind of gal who likes equestrian sports, sailing, golf or anything else associated with country club activities. There's also a lot of business attire, again a style which might not necessarily appeal to you. But take a closer look, and you'll find the knit dresses, cashmere cardigans, studded tops, sequined dresses and all the other goodies that make a girl's heart beat faster.

Casual women's wear on the first floor. Lovely leather items included this jacket and the suede shorts from the ad campaign above.

They sure love their paisley and florals. Just some of the prints I sighted.

According to the marketing people at Massimo Dutti, their range caters to the "urban, practical, elegant and up-to-date woman who is proud of her brand name without being a slave to fashion trends". This might sound awfully generic and boring, but essentially you will find pieces reflecting a season's key looks, yet nothing will look too blatantly trendy, which means you can easily wear it a year from now. While H&M's more expensive sister COS relies heavily on simple minimalist looks, the Massimo Dutti range includes everything from sporty polo shirts to heavily embroidered evening dresses. Realizing that consumers are becoming increasingly discerning, Inditex didn't just want to offer better products, but the interiors reflect a more sophisticated vibe as well. While all store images were taken in Barcelona (and SS10 product shots were taken in Paris), it doesn't really matter because the decor is almost identical in every flagship. You'll find wooden floors, individual rooms or areas for each collection, plants, couches, elegant tables and clothes that are either carefully laid out or stacked neatly in shelves. The one thing this Barcelona location had that was remotely different, was the beautiful spiral staircase and a very high ceiling on the third floor, which made the store area feel particularly open and airy.

Breton stripes were all around... including the comfy cardigan and a few embellished tees.

If you've had enough of the simple pieces, there are always some lovely leather bags to cast your eyes on.

Like Zara, Massimo Dutti has several collections ranging from the more casual everyday 'Women' looks, to the more elegant and striking 'Collection' pieces. A new selection titled 'Soft' includes home and sportswear, as well as lingerie. As expected, some of the key trends were clearly visible, such as the Breton striped items, some of which were spiced up with shoulder embellishments. I sighted a lot of paisley prints and florals, as well as a cute pair of suede shorts and matching suede and leather jackets (I've been told their leather pieces are some of the best). Jeans and simple shirts are abundant, as are tunics and day dresses and anything else you could need for a relaxing day out.

The 'Soft' collection consisting of home wear and other comfortable pieces.

The shoe section with a selection of flats, heels and boots. Jewelry is worth noting as well.

Extra attention should be paid to the accessories, especially the bags, which my purse-obsessed friend tells me are of great quality. While I'm used to seeing the usual soft leather bags, I was pleasantly surprised to find a large number of sequined clutches and totes. A few cool belts (studded and sequined) were available as well and even though I didn't see any shoes I loved this time, I've sighted some edgy reworked gladiator sandals and statement heels in the past. Jewelry can be found near the cash desk and on various counters. Usually kept in muted gold or brass tones, the beaded and jeweled pieces reflect a tribal hippie look, but smaller versions including pearls and other elements are suitable for the evening as well.

Mannequins chilling on the top floor. This is the most airy and spacious place in the boutique.

A very snazzy zebra carpet and a few first looks from the more glam women's range, such as the sequined tops and this pretty lace dress.

If you're tired of casual items, heading to the 'Collection' section is a must. This is where I found the beaded, embellished and sequined pieces, ranging from vests, dresses and silk tunics to jackets and cardigans. Not everything was blinged up of course... I was tempted by a few beautiful knit dresses (in a silk/cashmere blend) with metal fastenings that gave it a more rock look. There were stripey blazers perfect for the recurring nautical trend and lace dresses that can take you from day to evening without much accessorizing.

Carefully chosen decor and a neat layout on the top floor.

More sophisticated gear and perfect for Spring: a nautical blazer and a sequined vest.

More sparkly stuff to choose from, including purses, dresses, knits and tunics.

Pricing is of course higher than what Zara is asking for, I'd say on average most looks were 20-50 EUR more expensive, though you are getting quality materials and a better tailoring. Unlike other 'premium' retailers who ask for up to 300 EUR for a silk dress, the price/quality ratio is quite fair (the equivalent dress price was around 125 EUR, which at times even Topshop will charge), but if you're wary about spending that extra bit of money, I'd definitely recommend hitting up the store during sales.

The more elegant pieces in the basement level menswear department.

The 'Personal Tailoring' section with a few example of suits, shirts and trousers.

While Massimo Dutti does get busy during the weekends, it still offers a more enjoyable and relaxing shopping experience and the vibe of the store, while slightly conservative for some, is pleasant and very welcoming. Staff are friendly and always busy folding or putting away pieces, so everything is organized and tidy. The brand can easily be found in Barcelona and the store I visited was relatively large - four storeys high - and quite representative of their style, though the new flagship on Puerta del Angel is worth checking out as well. While they don't have an online store (yet), heavy expansion in Europe, the Middle East and Asia means you won't have to visit just Spain (though pricing is the best there) to find a store, but I'm guessing it makes a great excuse to drop by Barcelona if you get the chance.

More looks from the SS10 range (images: Massimo Dutti)

Ad campaign for Massimo Dutti 'Soft' (images: Massimo Dutti)

Address: Gran Vía de les Corts Catalanes 609, 08007 Barcelona
Opening Hrs: Mon-Sat: 10:00-21:30
Massimo Dutti Homepage