The Case for Elevated Basics

The fashion trends term describing the Spring 2023 Massimo Dutti Limited Edition collection is ‘elevated basics’. Every fashion-aware person self-defines their own vision of ‘elevated basics’, but Massimo Dutti’s 2023 vision is one of sophisticated, chic simplicity.

The vision is not a boring one, but more of a timeless, body-aware, polished, sensual approach in black and cream.

The new campaign highlights models Ella Mccutcheon, Imaan Hammam, Tara Halliwell and Yilan Hua in images by Ezra Petronio [IG].

Former Vogue Paris EIC Emmanuelle Alt is in charge of styling./ Hair by Damien Boissinot; makeup by Christelle Cocquet.

A strong movement is in play away from contrived or experimental silhouettes. We can expect pushback from young designers seeking to stand out with originality, but the current state of our living on earth priorities dictates reflection on our consumption patters.

Few fashion lovers want to adopt the austere simplicity of the Steve Jacobs black turtleneck, everyday style statement. But his was an inherently sustainable approach to dressing for a great mind intrigued with life-changing design innovation and not the self-imposed priority of today’s IG selfie.

Humming with Sustainable Ingredients but Not an Opera

Reviewing some of the items online, no specific eco-responsible fabrics are called out in the collection. You will see 30% recycled rubber in a ‘cool’ fabrication or a frequent use of 100% lyocell, a form of regenerated cellulose.

One blog devoted to sustainability in fashion writes about lyocell:

“Since lyocell is derived from cellulose (i.e. trees) it is both sustainable and organic, with the most common sources being eucalyptus, bamboo, and beech as these are fast growing varieties that do not require irrigation or pesticides and are often grown on land that is otherwise unsuitable for alternative uses. After harvesting, the wood is chipped and immersed in a solvent to extract raw cellulose before being passed through spinnerets that elongate the fibers. These fibers are then washed, dried, cut, carded and spun into yarn that’s ultimately woven into a fabric.”

We noted ‘Made in Portugal’ on multiple pieces, which is a strong reason-to-buy for AOC.

The China supply situation is moving very quickly, with a new Ban Shien initiative now attaching itself to the ban TikTok movement in Congress.

With the China-Russia alliance solidifying against the West, sober minds are evaluating just where the world is headed.

Skirts are longer for seekers of elevated basics, silhouettes are fluid. AOC asks if the long column of a dress is a modern woman’s caftan.

Note that caftans are showing up in men’s collections also, but the narrow, sleeveless column dress remains a typically female choice, except in the LGBTQIA+ community.

For fashion lovers wanting a simple but sophisticated approach to chic dressing, Massimo Duti follows the successful of path of sister brand Zara, who did generate significant profits by selling fewer units of upgraded, more expensive products last year.

Ideally these two brands are differentiated and don’t cannibalize each other. Parent Inditex has many challenges to sort out but embracing the idea of selling fewer units of upgraded products is a path worth exploring.