Massimo Dutti held its second-ever fashion show in Paris, sending a very much Texan-like men’s and women’s spring collection down a sandy runway at the Palais de Tokyo.
“For a fashion player, it’s essential to be in Paris, it’s essential to be in France,” said Jean-Jacques Salaün, the director of French operations of the brand’s parent company, Inditex.
The brand was able to pull off a see-now-buy-now collection by projecting images from the show on its internet site. The label has also planned on doing the same projection style on screens in brick and mortar stores.
Men’s outfits in the collection were trim and dressy, featuring lots of suits. The colors for the men’s collection ranged from a dark olive green to light browns and ivory. Most of the models carried a small bag tucked under a wrist.