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MASSIMO DUTTI

01 PROJECT DETAILS

Madeleine Huwiler oversaw Accessory Design at Massimo Dutti from SS18 to SS2020, providing creative direction during a transformative period for the brand. Leading the development and creation of Massimo Dutti’s accessory collections, she designed bags, SLGs, shoes, jewelry, scarves, and soft accessories.

The project spanned three to four collections per season, including Limited Editions and The Runway collection. During this time, Madeleine oversaw the entire development process while maintaining contact with factories and suppliers across Asia and Europe, primarily focusing on Spain.

02 THE PROCESS

  • The brief: The team worked to enhance the quality of the accessory collection, focusing on materials, craftsmanship, and design, with an emphasis on leather goods.
  • Research process: The process involved a deep dive into new available materials and leather in order to elevate quality. The team worked closely with factories to improve finishings and details.
  • Collection drops: With a key focus on consistent visual presentation in-store, each collection drop was aligned with the existing Ready-to-Wear collection.
  • The Runway & Limited Edition collections: For these collections, the team used fine quality Italian leather with a unique flower pattern, creating custom components for bags and shoes to set them apart from previous designs.

03 THE RESULT

Following a significant transformation — led by Madeleine — the accessory collections at Massimo Dutti evolved notably from SS18 to SS2020, particularly in the development of material quality, design, and strategy. The result was well-received by Massimo Dutti and consumers alike, marking a positive evolution for the brand.

SPRING SUMMER 18'

LIMITED EDITION SUMMER 18'

FALL WINTER 18'

SPRING SUMMER 19'

LIMITED EDITION SUMMER 19'

FALL WINTER 19'

LIMITED EDITION WINTER 19'

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