From its humble beginnings back in 1984 — when Spanish designer Thomas Meyer first started the fashion house — Desigual has transformed into a brand donned by the likes of Lady Gaga and recognised across the world. Even back then, Desigual’s commitment to slow fashion was clear: the first item in the brand’s history was an upcycled denim jacket. From here, the company began snowballing: recycled T-shirts sold in second-hand stores became a store opening in Singapore followed by openings across the US and further forays into over 90 countries around the world. What started out life as a one-man band in the El Raval neighbourhood of Barcelona fast became one of Spain’s most internationally recognised brands thanks to its commitment to regeneration and freedom.
It did this while staying true to its colourful, fresh and vibrant roots, opting to set trends rather than simply follow them. The brand built a reputation for bold, whimsical flair and an eye for individuality with its trademark bold prints and joyful colours. Distinctively Art Brut influences are made manifest in the message of universal love – regardless of age, class or race – that ooze from the seams. Just last year, in a bid to strengthen this message, the brand adopted “Love Different” as its iconic motto.
Nowhere other than in the recent Esteban Cortazar x Desigual line is this ethos more visible. The 90s era aesthetic – think striped swimsuits and cheeky baker boy hats – crossed with the pin up girl vibes give this collaboration a nostalgic edge within the context of the 21st Century. Cortazar has made sure to reinterpret previous trends in a way that feels fresh and modern. Bold reds, whites and blacks feature rampantly throughout, emphasising the loud and confident approach to style that makes Desigual what it is.
Aside from collaborations with choice designers, in part, the success of Desigual lies in its pushing forward the sustainability agenda in fashion. The brand has developed an in-depth and carefully considered three-year sustainability plan which includes positive changes to the product, suppliers, environment, employees, clients and its community.
In a time where many of us have been cooped up inside sporting old tracksuits for days on end, the desire to put on something as liberating and provocative as a Desigual dress, cannot be curbed. Not to mention the fact that the brand will be collaborating with Lacroix and Maria Escote in the near future. As the world begins to open up again, the fantastical, escapist spirit of Desigual is exactly what we need.