Fashion brands are using Milan’s Salone del Mobile this week as a platform for displaying their creativity.
On Wednesday, Massimo Dutti unveiled windows at its Corso Vittorio Emanuele store in Milan designed in collaboration with the Masquespacio Studio, winner of the Architectural Digest Design Awards, and three other well-known international designers.
The fair began on Tuesday and continues through April 17.
The Masquespacio studio, a Valencia practice made up of Ana Milena Hernandez and Christophe Penasse, created one window using bright colors and Memphis-style furniture to achieve a positive vibe.
Kelly Wearstler, the Los Angeles-based interior designer who operates a flagship on Melrose Avenue in L.A., combined disparate materials, as is her signature, including marble, lacquers, geometric prints and gold with bold colors.
Jaime Beriestain, a Chilean designer living in Barcelona, creates a range of products including honey, candles, chocolate, rugs, notebooks, sunglasses, leather wallets and sneakers. He put his contemporary stamp on his Massimo Dutti window display.
Inma Bermúdez, who was an industrial designer, collaborates regularly with Ikea and Lladro. The products she designs are intended to solve a problem or make life easier. For example, there’s a streamlined toilet paper holder for Ikea and briefcase made from recycled tire rubber and seat belts, while more esoteric is a cradle for a baby woven out of hair. Her concise and functional Massimo Dutti display is filled with winks and nods.
Massimo Dutti operates more than 750 stores in 71 countries and the brand is also sold at massimodutti.com. New for spring is a limited-edition NYC collection made from seer sucker, 100 percent silk and leather. Pieces include a suede skirt, $645; suede trenchcoat, $995; textured weave coat, $345; suit jacket, $245, and trapeze top, $140.