DESIGUAL S/S 2025 TO THE FUTURE
Desigual S/S 2025
The phrase “I never thought I would wear Desigual” emblazoned on t-shirts worn by staff at the afterparty of Desigual’s Spring/Summer 2025 runway show reflects a sentiment heard often. This self-awareness is key to Desigual’s successful rebranding. Creative and business decisions in recent years have transformed it into a highly coveted brand. To celebrate this transformation and the launch of their new collection, the brand gathered its international family in Barcelona, with the sea and sunset setting the scene—capturing the true essence of Desigual.
If you’re in the know, Desigual is now the go-to brand for the cool crowd. Their campaigns featuring major celebrities, collaborations with industry leaders, and viral TikToks and Instagram reels have turned perceived weaknesses into strengths. This was evident at the Barcelona event, where 400 attendees, friends of the brand from around the globe, gathered to celebrate the brand’s new era.
The 100-meter runway was lined with mirrors, serving both a conceptual and functional purpose. These mirrors represented the collection’s name, “Reflections,” symbolizing a look at the brand’s past, present, and future, while also reflecting the stunning Mediterranean sunset.
The event was graced by significant figures and long-time friends of the brand, such as actress Hari Nef, who opened the show, and international model Amelia Gray, who closed it. In the front row were Paris Jackson, Ester Expósito, Thylane Blondeau, Miranda Makaroff, and Sita Abellán, along with designers and artists who have collaborated with the brand, like Alphonse Maitrepierre, Maria Escoté, Hillary Taymour from Collina Strada, and Jordi Labanda.
The collection celebrated the core values and essence of Desigual—drawing inspiration from the sea, sun, and flowers, and featuring denim, prints, and unique accessories. Iconic pieces like translucent tulle dresses, tops, and skirts appeared in sunset-inspired prints or solid colors with vibrant accents. Traditional beachwear was reimagined in Desigual’s distinctive style, with surf suits split into flattering tops and skirts, and swimsuits paired with relaxed suits, mesh dresses, and denim jackets.
The show, party, and enthusiastic participation of the guests underscore Desigual’s success in its new era. Rebranding a company with a 40-year history is challenging, but the future looks bright for the project Thomas Meyer began in 1984.
