Friday, November 9, 2012

The Desigual Brand

Desigual is one of those brands that are instantly recognizable and copied down the fashion chain ladder. This Spanish brand was created in Barcelona in the 1980s, a decade that meant freedom, democracy, and creativity without bounds for the first time in four decades for Spain (it was then when Pedro Almodóvar started directing his first movies). In the last five years Desigual has grown in leaps and bounds, so it is now an international company who is looking into expanding in the Asian market, that business "promised land", a huge market that explains the cordial relationship the West has with one of the last remaining communist dictatorships in the world.

Desigual... by Caroline Grant. Happy, fun colours for the spring and summer. The drop-waist dress is best suited for Body type Cs. [Colour combinations: The dress is light navy and suits all palettes except Warm Springs. The jacket is a very deep navy that is only OK for the Winter palette, Deep Autumns, Clear Springs and Cool Summers. Style: On the Go.]

Desigual Ostitu Dress / Highway Short Sleeve Denim Jacket / Zatchel Leather Handbag / Miz Mooz Viola Sandals / Lindex Fringe Scarf / Kate Spade Statement Earrings  / Yves Saint Laurent Lipstick in Rose Aphrodite / MAC Nail Lacquer in Snob.
Entra casi desnudo... Sal vestido
One of their most popular campaigns (the slogan means Enter half-naked... Leave fully dressed), was obviously adressed to the youngest. Who else would find amusing queueing for hours in their underwear so the first 100 could get a top and a bottom for free (the next 100, a 50% discount)? This marketing succesfully worked in Europe and was recently exported to the US.

The style: Desigual - No es lo mismo
Desigual's prints are instantly recognizable, a mixture of global influences with a definite bohemian vibe, both in their prints (oriental flowers, Indian paisleys), and constructions (Mandarin collars and jackets). Their garments are frequently composed of pieces, very much like patchwork quilts, repeating Desigual's first item: a jacket made of pieces from denim garments. The prints are often big scale, for instance, their collaboration with Cirque du soleil (which shows esthetic influences from Diaghilev's ballets russes) features giant heads of the artists.
The brand's logo  figures very often prominently on their garments, which seems pretty unnecessary, as most people will recognize Desigual designs anyway.

Sal vestido
... No es lo mismo by Caroline Grant. [Colour combinations: Light Spring palette, Soft Summer palette. Style: On the Go.]

Desigual T-shirt / Chesca Ribbed Cardigan / Wallis Indigo Stud Wide Leg Jeans  / Orla Kiely Punched Wallflower Handbag / Söfft Gisella Sandals / Love Quotes Linen Scarf / Dannijo Jelani Earrings / Tom Ford Lipstick in Corail Légende / Tom Ford Nail Lacquer in Corail Divin.

No comments:

Post a Comment