Design Project: Massimo Dutti

I was asked by Massimo Dutti to create mood boards showing high level design direction for the soft wovens womenswear categories, and to identify key items and missing pieces from the current assortment. This project emphasizes their unique market positioning as a retailer known for high quality fabrication and an elevated, minimal aesthetic, with a clear opportunity to uplevel and streamline the collection and attract a more contemporary, fashion-forward customer.

Key Items by category: looking at the Spring Summer assortment as well as toward the upcoming Fall season, this project emphasizes modern, cool, fashionable pieces with longevity.

Design Project: Massimo Dutti Womenswear Head of Design