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Desigual Unveils Fresh Style in Anticipation of 40th Anniversary

In a bold move, Desigual has redefined its aesthetic while staying true to its core values of freedom and authenticity in fashion, values that have been pivotal since its inception in 1984. This transformation was showcased in the latest Spring/Summer 2025 collection, revealed on Thursday, June 6, 2024, against the stunning backdrop of Barcelona’s coastline.

As Desigual approaches its 40th anniversary, the new collection marks a significant milestone in the extensive rebranding journey that began in June 2019. This strategic overhaul was initiated after thorough analysis of the challenges the brand faced, leading to a revamped corporate image and a new logo. The initial rebranding was launched with a grand fashion show in Barcelona, attended by around 1,200 guests, heralding a new era for Desigual with fresh aesthetics designed to captivate its customer base through renewed collections and store concepts.

Now, five years and a global pandemic later, Desigual celebrated with another spectacular runway show in Barcelona, culminating their brand renewal efforts. The spotlight was firmly on the innovative and transformed style of their collections, reflecting the brand’s evolution. This new direction showcases a blend of traditional Desigual essence with a fresh and distinct style, shaped by the lessons learned during this transformative period.

The Spring/Summer 2025 collection, titled «Reflections,» was presented as a reflection on Desigual’s past, present, and future. It emphasized creativity, innovation, and the joy that has been integral to Desigual since 1984. Under the creative direction of Helena Tejedor, the collection revisits the brand’s Mediterranean roots and archives, focusing on style, innovation, and versatility. The designs are inspired by the Mediterranean Sea, summer sunsets, the 90s and 2000s, surfing culture, and the vibrant city of Barcelona. Accessories featured included maxi Voyager bags, sandals with the Desigual «D» on the heel, and Gigi Studios sunglasses.

The runway was set against the Mediterranean horizon at Barcelona’s port, with mirrors aligning the path to reflect the vibrant colors of the sunset. Supermodels Amelia Gray, Daily Front Row’s 2024 Model of the Year, and Hari Nef, actress and Desigual campaign star, along with Andrea Meyer, daughter of founder and CEO Thomas Meyer, showcased the stunning looks from the SS25 collection.

Post-show, an exclusive rooftop party was held at Desigual’s headquarters, with breathtaking views of Barceloneta Beach, featuring Freixenet and Brutus beverages. The guest list included celebrities, influencers, stylists, photographers, designers, artists, and fashion industry experts. The event was broadcast on Desigual’s social media channels and website, with a public viewing on a large screen outside their offices, allowing the community to participate.

Notable attendees included Paris Jackson, Ester Expósito, Thylane Blondeau, and other international stars. Long-time supporters of the brand, such as Alphonse Maitrepierre, Maria Escoté, Collina Strada, and Jordi Labanda, were also present, along with members of the Desigual community like Gala González, Miranda Makaroff, and Nina Urgell.

Desigual’s reimagined style, encapsulated in the SS25 collection, signifies a new chapter for the brand, celebrating its heritage while embracing a vibrant future.

Words: @annaamaso