On Thursday, September 10th, a gloomy NYC day, Desigual’s Spring/Summer 2016 collection brought a bright, sunny party to The Arc in Skylight at Moynihan Station. The program, extending out of a vibrate, colorful wristlet laid out for each guest, begins, “you aren’t just one woman during the day – so look the part. Women, like a city, are ever-changing and endlessly alluring.” In a world where most designers showcase their ideal woman on the runway, Desigual designs for all types of women, “with their lust for life, eye for beauty, and passion for self-expression.” The SS16 collection “Learn” is an interpretation of Desigual’s original inspiration, the city of Barcelona.
The vibrant women of Barcelona inspired the collection with their ease of confidence and joyful energy. Each look mixed and matched the following characteristics – creativity, daringness, sensitivity, independence, positivity, and free-spirit, while holding consistent a united, cosmopolitan, and authentic voice. Featuring eclectic layers, the Spring/Summer 2016 looks pushed the boundaries of conventional styling – as one should on the runway. Shirts were donned as skirt and evening gowns were substituted for long shirts. Denim patchwork, draped accessories, unusual cuts, contrasting colors (a Desigual signature), and sophisticated footwear artistically collided together.
Having a handful of NYFW seasons under the belt, the design team extended it’s work to adventurous accessories and exaggerated finishing touches to solidify the collection’s rock-and-roll, alternative edge. These embellishments were generally paired with the more diluted looks, constructing a rather tame balance from what we’ve see in previous seasons (according to Desigual’s style that is – the name means “irregular” in Spanish). Overall, the collection came together to exude a fresh, funky, Mediterranean vibe.
Over time, the $9 million Spanish apparel company clocked revenues of over $800 million in 2013 (source). While quality products and strategic distribution channels certainly contributed to this success, the most important, and impressive, influence is Desigual’s spirit and brand culture.
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Photo by Giovanni Giannoni/WWD
Sitting alongside the runway, it’s as if each piece is deviously whispering, “put me on, have a good time, be thrilled, play, feel, enjoy and be bold.” From colorful patterns to energetic marketing, each element of the brand reinforces the brand’s positive experience and stimulates the senses. Distributing reminders that every day is an opportunity to enjoy life, every seam of Desigual’s collections exude happiness, optimism, and energy.
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Photo by Giovanni Giannoni/WWD
- It all started when Thomas Meyer, founder, wanted people to dress in a different way, in clothes that would generate fun and evoke positive feelings in its customers. Each and every branding effort is exclusively designed to evoke positive feelings; after all, their motto is ‘La Vida es Chula’ (Life is Cool). Powerful branding doesn’t start with a strong logo or a fancy business card. At the end of the day, it’s about how you want your brand to make people feel, how your brand actually makes people feel, and how closely those align. You know those commercials that say, “you can save this abandoned animal for less than a cup of coffee a day” which curl up a knot in your stomach instantly and bring tears to your eyes? You need that level of emotion – only I do suggest you go in the opposing, more positive direction, like Desigual. Who doesn’t love a brand where you can show up to the store naked and leave with fun, designer clothing? Isn’t that something you would tell all your friends about because you want to get them in on the fun? Marketing inspo at its best right there.
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Photo by Giovanni Giannoni/WWD
