DuJour Navigation

Fifth Avenue’s New Kind Of Luxury

With its first U.S. boutique and a limited-edition collection, Massimo Dutti is bringing it all to New York

Back in October, Spanish mega store Massimo Dutti opened their doors on the retail real estate mecca that is Fifth Avenue. The three-story space – decorated in the same rich vain as its new high-end neighbors – is the label’s first U.S. outpost. Now, the affordable but still luxurious Massimo has released a limited-edition collection that celebrates its new home. Called “689 5th Avenue,” the collection is a riff on the store’s most iconic, classic designs – meaning day dresses in light fabrics and soft hues for women, fitted trousers and neutral blazers with expert detailing from tailors in Italy and Portugal for men – and will be available in stores on March 20th. With close attention to craftsmanship and evolving style, the store is a step up from the likes of Zara and H&M – Massimo brings a whole new kind of high-low mix to the Fifth Avenue club.