Its customisation service stands out among the most significant new elements that Massimo Dutti has introduced in its new store in Dubai. It is an à la carte service which allows you to discover the sophistication and value of finely crafted detailing through the creation of exclusive embroidery on a selection of pieces from the Men’s collection or by customising a selection of leather goods by embroidering them with customised monograms.

The monograms are offered in six colours on eight fabrics and customers can choose between two different typefaces for their initials. The customisation service will only be offered at a select number of brick-and-mortar stores which will have a space displaying the pieces from the collection that are customisable, a sign explaining the service, and an antique piece of furniture housing an embroidery machine.