The InditexMassimo Dutti

“Through Studio, the brand maintains the utmost level of cutting-edge trendiness and sophisticated designs for special occasions,” explained Massimo Dutti about the more premium positioning of the new line, which will be available starting on Thursday, May 5, in select stores and on the brand’s online website. Massimo Dutti has historically been one of the brands of the group, founded by Amancio Ortega, to offer higher prices and higher quality products, with jackets and trench coats retailing at around 150 or 250 euros respectively.

Designed as a capsule collection, the Studio project aims to offer “timeless and innovative” apparel and accessories. “With this new creative and commercial project, Massimo Dutti is making the most of its presence and visibility in international markets such as the United States, Canada, Mexico and Turkey,” the brand explained.

This strategic move comes shortly after the Inditex group announced last September the acquisition and closure of all stores of its affordable luxury chain, Uterqüe. Although the company initially announced that the collections of the premium chain would be incorporated into Massimo Dutti’s product range, all signs indicate that the Studio line’s launch represents a change of direction for this initial strategy.

In terms of turnover, Massimo Dutti ranks second to last in the group, ahead of the sportswear and homewear brand Oysho