Massimo Dutti surprised its guests with a unique fashion and technology event. The heart of the Shanghai 1933 building was transformed into a microcosm representing the innovative aspirations that drive the brand. In the strive to achieve and surpass elegance in ways yet to be discovered, Massimo Dutti created a solid aesthetic narrative that develops over three different types of visual representation, including a catwalk, a large audiovisual screen and an interactive holographic screen, and follows a single creative plan. The diversity and complexity is hard to explain in words but it was intensely perceived thanks to the experience created.

The leitmotiv was all about experimenting and awaking the senses, bringing emotions to skin level with the Special Edition collection taking centre stage. Two collections Men & Women that share the same core values based on quality, creativity, exclusivity and Massimo Dutti’s unmistakable trademark.