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“Stop making sense”: Desigual has a new brand identity and it's making a splash

Desigual’s revisits their rebellious and disruptive roots in their latest rebrand
 

Photo: Desigual 

A little over a month ago, Desigual (pronounced dez-ig-wal) flew press from all around the world to join them in the unveiling of their new brand identity. As the only Singaporean press present, our colleague from Cleo - fashion editor Cheryl Chan - had an exclusive peek. 

Photo: Cheryl Chan

From a presentation of the brand’s new image and a dance extravaganza showcasing the S/S ‘20 collection, to a guided Suco Session and a performance by rising Spanish R&B star Aleesha – her whirlwind trip was nothing short of exciting.

Photo: Desigual 

But glitz and glamour aside, we’re so intrigued by Desigual’s rebrand. The Spanish label burst into the market in 1984 with the unforgettable upcycled denim jacket made up of scrap jeans and leather applique, and have since been committed to designing for the free-spirited and unapologetic. 

But 2019 marks another special year for Desigual as they attempt to rearticulate their vision, mission and purpose. Returning to its essence and heritage, Desigual has decided to permanently reverse its logo. For those who don’t know, Desigual means “unequal” or “different” in Spanish, thereby making this creative decision a stroke of genius.  

Photo: Desigual 

What we can expect from hereon is a slew of exciting collaborations, an unwavering commitment to sustainability, and of course, a colourful and vibrant collection for the upcoming season. 

Desigual’s S/S ’20 collection will be the first to launch under their new image. The collection will be available at the Desigual store in Orchard Central and on ZALORA.com.

Watch this space as we give you more deets on Desigual and its upcoming collection in the next few months. 

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