On Thursday, Inditex-owned quiet luxury fashion brand Massimo Dutti celebrated the unveiling of its latest addition to its 600 worldwide stores — this time in Cannes, often referred to as the scenic gem of the South of France. Coinciding with the glitzy annual film festival, the store opened to clients and guests alike, the latter shaping out to be press representatives, influencers and friends of the brand. 

This new French Riviera-based boutique spans over 800 square metres in total surface area, with a massive 398 square metres of sales floor. Upon entering, clients are immediately immersed in the womenswear section, which stretches to the far back and unravels to the ingeniously-positioned cash registers, situated as to allow potential clients to explore the full range of sartorial offerings.

Initially founded as a menswear brand back in 1985, Massimo Dutti stayed loyal to its roots by offering an expansive area dedicated to just the boys. Situated on the top floor, the collection features summer brand staples riffing on quiet luxury. Debonairs and dandies will therefore find their ideal day-to-day or evening outfits thanks to the wide store offering of écru linen pants, navy pinstripe shirts, high quality cotton tees and a vast array of polo shirts. Accessories are also au rendez-vous, as seen with the presence of suede loafers, espadrils and even sunglasses to spend the summer in style.

As for women, the DNA is one of equally qualitative elegance, as seen with a closet of crochet cropped shirts, spaghetti-strapped silk dresses and wide-leg jeans. Both trendy fashionistas and sophisticated career women will meet their match within the broad selection the store has to offer. One piece stands out: a light, olive lambskin leather jacket (ideal when facing the breeze of a summer night), priced at 299 euro.

“We strive for timeless elegance and luxury that can be accessible to all,” affirms a brand representative. “We invested a lot in this store to create a pleasurable moment for our clients, as there is an increasing demand for better physical retail experiences.”

As a result, the new store is the host of an innovative service, titled “Style Advisor by Appointment”, where customers can make an appointment with a style advisor for a more personalised service when shopping. Clients will have access to a dedicated fitting room, and sip on a complimentary cup of coffee while the team of advisors help to select the most fitting pieces and accessories. In an other effort to ease the client’s experience, each will also be able to “scan and shop”, meaning that when browsing in-store, they can then open the brand’s app, scan the item and either get information about it or add it to their online shopping cart to have it delivered. In a press release, the Spanish marque also mentions this new space as a beacon of modernity, a “much more refined store concept, where more artisan materials and techniques dress the space, the furnishings add tone to the different areas, with more organic shapes, more neutral and natural colours from fine materials, creating a purer feel that enhances this updated image.”

In a world that strives to ameliorate its ecological print, Massimo Dutti has also focused on eco-consciousness for this new store. Receipts can be sent digitally – to reduce paper waste – and “electricity consumption has been reduced by some 30% and water consumption by 40%, in
comparison with conventional stores.”

Massimo Dutti is part of the Inditex group, which also has in its portfolio Zara, Zara Home, Pull&Bear, Stradivarius, Bershka, Oysho and Lefties. The company presented its results for the 2023 financial year in March and reported a net profit of 5,381 million euros, a 30.3% increase compared to the previous year, while sales reached 35,947 million euro, an impressive 10.4% increase year-on-year.