New Desigual Collection: How is the brand reinventing itself?

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For its Spring/Summer 2023 collection, the Spanish house Desigual has pulled out all the stops. It returns to the forefront of the fashion scene with a slogan that sets the tone “ New World, New Desigual ”. Between aesthetics and commitment, the message is clear. Discover the beginnings of this vibrant collection.

New world. New Desigual: the message of a well-crafted slogan 

Avant-garde and nonconformist, the most famous Spanish brand in the world is not new to making a statement. Since 1980, the house has consistently championed its values and vision through its colorful style and marketing actions.

Set against a backdrop of aesthetic choices blending patchwork, bright color palettes, prints, graffiti, and causes such as the fight for environmental awareness or freedom, the Catalan brand has succeeded in creating an urban, unpretentious, and creative fashion aimed at dressing the silhouettes of everyone.

It is in this continuity that it returns with a new collection for Spring/Summer 2023 responding to the sweet slogan “New world. New Desigual”.

Behind this strong message lies the idea that the world is changing. We are entering a new era where fundamental systems are being questioned to make way for more diversity, self-expression, and ownership. And in the world of fashion, this translates into a new way of dressing, more intuitive, and less confined.

It is in this context that Desigual wanted to assert itself by launching a new collection where prints, color, and innovation set the tone.

New Desigual Collection: between aesthetics and commitment 

An experimental Spring/Summer 2023 collection

The new elegance is what the looks of the new Desigual collection highlight. In this ensemble, we primarily find bold pieces that celebrate audacity, personality, and power. None of the garments go unnoticed.

The showcased outfits draw inspiration from the 90s. Notably, we see the loose ripped jeans at the front, split at the back, adorned with rhinestones that strongly evoke the nineties. They mix with other trendy staples such as the cargo pants, t-shirts, or patch sweatshirts.

But what we love most in this collection is the Desigual touch. Tops and skirts are crafted in unique prints. Floral patterns mingle with whimsy and the paisley motif for the delight of eclectic fashion lovers. Dresses and tops are fitted, offering flattering and flowing cuts. The detail is everywhere, and it is enhanced in every panel, whether through the fabric, patch, rhinestones, cut, etc. 

With this collection, the idea is clear: by wearing these fashion pieces, you assert your identity.

Self-expression at the heart of the Desigual wardrobe

Stylistic expression is at the core of the new Desigual collection. 

This is already evident in the staging. The ambassadors, carefully selected models, are illuminated by renowned photographer Mario Sorrenti. The shots are powerful and impactful. The poses are bold and assertive. They celebrate empowerment, freedom, and self-expression through a colorful and unapologetic style. 

We also notice that each protagonist wears the clothing from the new Desigual collection like a character outfit. Each outfit then becomes a playground where one can have fun, experiment, dare, and explore.

We also see models posing alongside new leaders, aka children, as well as four-legged animals. All this represents inclusivity, diversity, and family.

Ultimately, the new Desigual collection is a range that celebrates cultural diversity and creative aesthetics. By combining vibrant patterns and colors with modern and urban designs, the brand conveys the message that this collection is about individuality, freedom, and positivity. It invites people to express themselves with their own style and unique personality, without conforming to societal norms or expectations.

💡While waiting to splurge on one of the looks from this collection, you can take a look at the previous Desigual collections which also include some gems!

Image credit: © Desigual