The Spanish clothing provider Desigual introduces the new premium line “Desigual Studio”.
This introduction builds on the brand’s diversification and repositioning strategies and increases its market value. The line will be officially presented in September at a fashion show in Barcelona.
Desigual was founded in Barcelona in 1984 and looks back on over 40 years of history. During this time, the company, founded by Thomas Meyer, implemented various strategies to diversify, consolidate and increase the value of the brand in the eyes of the fashion consumer. These initiatives include numerous promotions and cooperation with prominent fashion, culture and creativity. These partnerships aimed to reinterpret an emotional connection to the design of unique way of reinterpreting reality, which is shown in the most authentic designs. Remarkable examples from recent years have cooperation with Nathy Peluso, Christian Lacroix, Johnson Hartig, María Escoté, Lourdes Leon and most recently Paris Jackson and Ester Expósito, which was appointed global ambassador by Desigual in March 2025.
All strategies are based on the design of an unshakable commitment to maintaining a “single brand” strategy. All initiatives, whether to diversify the product range or to increase the brand image, always aimed at consolidating and expanding the design. Various initiatives, mainly capsule collections, started with different success in terms of product and image under this roof. With the introduction of “Desigual Studio”, Desigual strengthens its efforts and consolidates the relaunch process, which culminated in June 2024 with a fashion show at the W Barcelona Hotel. The show was remarkable for its aesthetics and the value of the designs presented.
“With ‘Studio’ we want to show designs to its maximum expression,” said Fernanda Blasco, product director at Desigual. “Studio is our way of regaining the difference and special feature of our brand and celebrating design with a large D.” Desigual emphasized that this new line “symbolizes a strong commitment to design as a driving force of brand identity”. This differentiation value is increased by this “project, the Barcelona – and Spanish fashion – at the center of the global conversation” within the industry.
Premium line with limited collections
On the whole, “Studio” Desigual is an answer to the trend of brand upgrading, the large fashion decorativeists are pursuing; From Zara to Mango, Gap, H&M to Uniqlo. This new line will serve as a framework for the development of the “high -quality offers” that designed designs in recent years. This includes on-demand collections that were designed by AI and not only introduced AI as a technology in the design processes of design designs, but also the customer: testing inner interest in unique, higher-quality products in terms of design, materials and price.
In view of the obvious success of these capsules, the management of Desigual has decided to launch this new premium fashion and product line under the name “Desigual Studio”. The line is primarily aimed at women around 30 years with a strong interest in fashion and the latest trends. Desigual offers you “disruptive designs” made of high -quality materials in a limited edition. This new line is a crucial step to reaffirm design commitment to design. This approach leads to two different lines: the premium “Desigual Studio” and a more accessible base line from Desigual. The base line is benefited from the improved brand image and the appreciation generated by the “Studio” line.
“Desigual Studio is a premium collection that represents a modern reinterpretation of the unique DNA and codes of the brand. A look at the archive and roots, which attributes the brand to its most striking origins and lifts it into a new aesthetic dimension,” explained Desigual. With this introduction, the brand added, “Desigual takes a further step in his endeavor to continue to be a pioneer of creativity” and crowns the “important transformation” that the company has undergone in recent years and which culminated in the impressive fashion show in early June 2024.
New catwalk
Following this show, the new line will be presented in a separate first fashion show, which is planned for September 10 in Barcelona. Desigual was founded here and the headquarters are still located here today. The company continues to consider Barcelona as a “inexhaustible source of inspiration”. This announcement raises the question of whether designs intend to make “Desigual Studio” into a separate walkway, similar to the “Limited Edition” line by Massimo Dutti, Pedro del Hierro from Tendam or COS from the H&M group. These examples illustrate how other LECHEIDUGSPANDERS present their collections worldwide on catwalks and thus achieve a significant effect and visibility.
Desigual has been presenting its collections on catwalks for some time. In June 2019, the company completed its first relaunch process with a fashion show. Because of a weak announcement: Inner -resonance, this process extended until another show in June 2024. This presentation marked the official start of a “new era” for the Barcelona brand, a new chapter that she now opened with the new premium line “Desigual Studio”. After the highly expected fashion show in Barcelona in September this year, the line will diversify and upgrade the fashion offer from design design.
During its first fashion show, the new line from Desigual will present its first collection for the HW25 season. According to product director Fernanda Blasco, this collection is “inspired by Barcelona” and will present itself as magnetically “creative, ambitious and deeply rooted in our DNA”. The event, according to Desigual, “will bring international media and celebrities together” and “serve as a creative starting point” to regain the “essential values from designs: creativity, boldness, openness, inspiration, differentness and non -conformism”.
This article was used with digital tools translated.
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