“I never thought I would wear Desigual” was on the t-shirts of the staff during the afterparty of the brand’s Spring/Summer 2025 runway show, and honestly, it's a phrase that we have listened to more than once. Self-awareness is part of the reason why Desigual’s rebranding has worked so well. The creative and business choices made in the last few years have resulted in a turning point where it has become one of the most desired brands. To celebrate and put the cherry on top of this strategy, and with the excuse of the release of their new collection, the brand decided to reunite all the members of their very international family in Barcelona, with the sea and the sunset as the background—the true essence of Desigual.
You’re probably very aware that Desigual is the brand that cool kids now wear. If not for their campaigns and advertisements with some of the biggest celebrities of our time or their multiple collaborations with prominent industry names, you’ve probably encountered some tiktoks or Instagram reels that, tapping into the comedy and the self-awareness, have managed to turn what some may think as weaknesses into their biggest strengths. The proof of this are the 400 attendees that congregated in Barcelona in the port area—friends of the house that came from all over the world to celebrate and embody the new era of the brand.
The 100-metre runway was adorned with mirrors that fulfilled a conceptual and functional role. On one hand, they were the physical representation of the name of the collection, Reflections, one that conveys a look at the past, present, and future of the brand, and on the other, they worked as canvases where the reflection of the sunset superposed to the blue Mediterranean Sea created a landscape that was absolutely compelling.
The event was packed with important names that, more than anything, have been friends of the house for a while, like actress Hari Nef, who has been the face of the latest campaigns and who opened the show, and international model Amelia Greay, who was in charge of closing it. On the first row could be found Paris Jackson, Ester Expósito, Thylane Blondeau, Miranda Makaroff, and Sita Abellán, aside from designers and artists that have joined forces with the brand in the past on multiple collaborative projects, like Alphonse Maitrepierre, Maria Escoté, Hillary Taymour from Collina Strada, and Jordi Labanda.
The collection was an ode to the ideas and elements that form the core values and essence of the brand, from the sea, the sun, and the flowers to the denim pieces, the prints, and the complements. Signature pieces like translucent tul dresses, tops, and skirts were present in a variety of ways, either with degradé sunset-like prints or solid shades with a pop of colour somewhere in them. Traditional beach and summer attire was reinterpreted in the Desigual style, with surf suits divided in two but keeping the silhouette and fabrics to create a flattering combo of tops and skirts, and swimsuits became more fashionable than ever paired with relaxing suits, mesh dresses, and denim jackets, a signature fabric of the Spanish brand.
The show, the party, and the excitement and involvement of the guests are the best testaments to the success of Desigual in their new era. It is hard to work on the rebranding of a company that has been in the industry for forty years, and it is even harder to do it successfully, but there is no doubt now that the project started by Thomas Meyer in 1984 has a promising future ahead.
