Massimo Dutti launches new logo and limited edition collection | Maqvi News

Inditex’s Massimo Dutti is moving forward in its branding strategy having unveiled a new brand logo and a new limited edition collection for men and women.

The company said the value of the new design “lies in how a series of apparently subtle elements are decisive in reflecting the personality of the firm and what we will continue to perceive of it”. 

This is part of a wider “rebranding exercise that seeks to elevate its image and bring it closer to the standards of contemporary and silent luxury, while preserving its identity and recognition”. 

Massimo Dutti has a “clear intention of gaining character and impact in all markets and connecting with today’s public. In this way, Massimo Dutti distances itself from the global fashion trend and sets new paradigms in corporate identity within the world of fashion, opting for a differentiating and original aesthetic line, with a refined typography”.

It’s certainly an interesting development with the often-subtle changes that such exercises result in being much more marked here. The almost-handwritten earlier logo is replaced with a much ‘cleaner’, modern typography.

Along with it comes a new image that “aligns its entire universe in harmony to show its own storytelling, its most essential DNA. An omnichannel strategy in which all points of the brand are integrated and connected. From the new interior design concept of the physical shops, in which light, natural materials and art play a fundamental role, to a spectacular twist in collections designed to meet the new codes of contemporary wearability. All communicated through a visual and narrative language of high editorial quality”.

And on the subject of newness, the label also on Thursday launched a Limited Edition SS24 Collection that “showcases every facet of the brand’s new visual universe”.

It’s a collection that “results from the brand’s aesthetic and dialectic evolution,” we’re told.

The women’s collection is said to be an “artistic journey that resonates with women embracing the vibrant tapestry of the present moment, in all its nuances”.

The company said “craftsmanship shines through in the subtle details that set each piece apart,” while “from deep jet black to soft nude tones and vibrant cherry reds, the diverse colour palette mirrors both current trends and the rich spectrum of shades found in contemporary society”.

In the men’s collection, there are pieces that “embody the essence of modern silhouettes… understated luxury, avoiding trend-driven excess to focus on meticulous craftsmanship and premium materials, resulting in designs of unparalleled quality. The collection offers essential pieces for the sophisticated, discerning and stylish man, all rendered in a refined chromatic palette”.

The accompanying campaign was shot by Robin Galiegue with styling by Jane How. It stars models MariaCarla Boscono, Lina Zhang and Malick Bodian.