“Pack your bags, Cheryl, we’re sending you to Barcelona,” is an email from my Associate Editor Sophie that I would gladly receive over and over again. But what on earth was so special that I had to spend 14 hours (plus another two in transit) travelling across the world for?
Well, Spanish label Desigual (if you ever wondered, its pronounced dez-ig-wal) has decided to refresh their brand identity and was finally ready to reveal their new design concepts as well as a completely new (and disruptive) logo. They wanted to go back to their essence (and the reason why the brand exists) and articulate their vision, mission and purpose in a renewed way.
And this means refreshing the way they design their collections. Desigual believes that way you dress is a great way of expression, and wants to provide the clothes to help you be 100% yourselves. Think uniquely original and colourful pieces that will help to show off who you are on the inside and hopefully inspire you to be your true authentic self.
As of June 2019, the brand has launched a new chapter of their story with a renewed identity that is aligned with why, how and what they do which will help the brand transform and adapt to new consumption habits. We were invited by online fashion enclave ZALORA as the only Singaporean press to go check it out—and of course, we had to bring you guys along with us for the trip.
If you like what you saw, Desigual’s Spring/Summer’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.
From a crazy silent disco to a dance extravaganza/fashion show, check out my vlog on how I spent a whirlwind 48 hours in Barcelona.
And because pics or it didn’t happen, scroll through for my travel diary here: