Amelia Gray repeats as muse and star of the new Desigual SS25 campaign

Desigual is back with a campaign that is pure statement. Funshion. Taken Seriously’ is their latest proposal for Spring/Summer 2025.

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The campaign is a subtle but brilliant satire of celebrity culture and the obsession with image. Amelia Gray, now a bona fide celebrity, perfectly embodies the role of the fashion superstar in full bloom.

On a pristine set, she parades, poses and shows us the backstage of a fashion production. With stylists and make-up artists in action, we see her taking selfies, playing with a vintage digital camera and, of course, drinking her matcha tea. And yes, Desi the Cat is also on the scene, because no fashion film is complete without an unexpected icon.

If there’s one thing that defines this new Desigual collection, it’s its nineties inspiration: sharp silhouettes, transparencies and abstract prints. Among the collection’s star pieces are a mini dress with thin straps that proclaims ‘I love who I am’ in an act of radical self-affirmation, a two-piece denim skirt and denim-effect mesh top, a tight dress in shades of green and blue that screams summer at full volume, and a black ensemble with lace and flowing trousers that Amelia already wore in the June 2024 show.

But fashion without a conscience has no place in 2025. Desigual remains committed to sustainability and presents pieces made with responsible materials: BCI cotton, LENZING™ ECOVERO™ viscose and recycled polyester that transforms plastic waste into statement pieces.

Desigual, true to its essence, welcomes us once again to its fashionista playground.