Every fashion editor I know is obsessed with Zara’s sister brands

When I tell people I’m a fashion editor, one of the most common questions I get is: Does your job involve shopping all the time? The truth is actually the opposite. When you look at a lot of products every day, it’s hard to leave an impression on you and you become more picky about the items you want to invest in. Of all the brands on a budget, it’s ZARA sister Massimo Dutti, the brand that makes you want to take out your credit card every time you walk into the new arrivals section. I’m not alone either. Many of my fellow fashion editors and stylists in London keep talking about how great Massimo Dutti is right now.

With a minimalist aesthetic that rivals Hite, Ferragamo, The Row and Bottega Veneta, it’s honed in on sophisticated, beautifully crafted basics. The color palette is relatively neutral, with rich browns, khakis, and fall-dominant shades of red. But the use of oversize, directional silhouettes, and fashion-forward design details make even the most boring basics appealing. High on my list are a striking gray cashmere cape, brown suede trench coat, and supple ballet flats.

As Jasmine Fox-Suliaman of Who What Wear pointed out, the brand is more upscale than Zara and doesn’t embrace all the fad trends. Rather, we follow the philosophy of “less is more.” But the brand is more than just a minimalist’s brand, with its editorial and luxurious designs that will fit into any wardrobe.

The Studio collection looks especially expensive thanks to its lightweight, delicate fabrics and moody, luxurious color palette of greens, browns, creams and dark reds. Be careful: You might want to go all in on this campaign, which is headed by Natasha Poli. Read my compilation of Massimo Dutti’s best works.