Massimo Dutti: quirks removed

Their quality I can't comment on (they're owned by Zara's parent, Inditex) as I've never bought any of the brand's offerings, but this I can say: Massimo Dutti's styling abilities are second to none. Particularly when it comes to their stores - step into their premises from Florence to London and you'll notice just how practiced they are at the art of visual merchandising, and just how well they tailor their presentation for each country and each individual store's layout. In this regard alone they differentiate themselves from Zara. More so their overall look however. While Zara leans towards precisely what's on trend, Massimo Dutti takes its cues from the classics. It is very much a poor man's Ralph Lauren, the prep and quirks removed for a result palatable to all.