Barcelona, August 2022.
September, the month that commands the attention of the fashion industry, is the moment that Desigual has chosen to launch its FW22 campaign. With a powerful and clear message, the brand is launching a global invitation for everyone to discover its new designs for this season.
Desigual shuns artifice and lets the looks do the talking: the layering and bold combinations express the brand's dynamism, character and positive attitude.
With this aspirational statement, Desigual is asserting itself as a force to be reckoned with in the world of fashion. The brand's objective is to reconnect with its audience while also seducing a new generation of female shoppers. All these women have something in common: the desire to express their true personality through the clothes and accessories they choose. Desigual wants to become a beacon for them and through this campaign it aims to capture their attention as well as their admiration.
The looks, in detail
Model Grace Elizabeth - who has worked with Victoria's Secret and Esteé Lauder and walked the runway for Fendi, Chanel and Schiaparelli - is the star of the campaign.
To assert the essence of the brand, black-and-white images take centre stage in the campaign. In the image on the left, the strong volume of the puffer jacket complements the impact of the lettered trousers and plaid shirt with a 90s feel. On the right, over a textured T-shirt we find a printed ribbed dress, a tied plaid shirt and a multi-position bag that can be transformed into a backpack.
These colour shots feature two new designs that reaffirm Desigual's desire to reach out to new, younger audiences: on the left, the tied plaid overshirt reigns supreme over other garments in the battle of layering; on the right, a yellow sweatshirt serves as the perfect wall for writing and upholding strong, empowering messages that are true to Desigual's DNA.
The campaign also makes room for knitwear, as can be seen in the image on the left. Desigual has gone with this fluffy multicoloured jumper featuring a fur texture. Another trend that is gaining ground this autumn is craftcore, which translates into crochet textures with an artisanal feel. Desigual plays with this to create this expansive coat, which completes a look based on layering and the contrast between seasons, volumes and prints.
Denim, one of the hallmarks of Desigual, dominates the penultimate outfit (left) of the FW22 campaign: the coat and trousers, with their respective denim panels in different shades, are complemented by a mini-skirt layered on top. It's a true declaration of intent. No less striking is the last of the campaign's outfits, pictured on the right, with a printed dress and iconic bag, inspired by the head of a praying mantis.
In short, this campaign and collection presents a new Desigual: bolder, younger and with more elevated and high-fashion codes.
Desigual is an international fashion brand that was established in Barcelona in 1984. It is famous for the individuality and unique character of its creations, which aim to bring positivity and authenticity to thousands of people who want to express the best version of themselves. The company currently has a workforce of over 2,600 employees and is present in 109 countries through 10 sales channels, 393 monobrand stores and 6 product categories: Woman, Man, Kids, Accessories, Shoes and Sport.