Amelia Gray stars in Desigual's FW24 campaign

Desigual’s new campaign makes a nod to the world of reality TV, with supermodel and social media personality Amelia Gray as the face of the campaign. The campaign masterfully blends elements of high fashion and pop culture, with a result that is both visually striking and provocative; making tongue-in-cheek, tongue-in-cheek references to the world of reality TV while paying homage to its undeniable impact on contemporary culture and fashion.

This campaign merges two universes. On the one hand, a studio shoot with Gray posing with a superstar attitude – which comes naturally to him – against a clean beige background that includes classic TV show elements, such as spotlights, pergola microphones, a VHS camera and a television, to give it that nineties feel.

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The Californian model is shown in pure reality show attitude, riding around her mansion on an electric scooter, playing video games in the dark while eating popcorn, doing yoga by her pool overlooking the sea, posing with her endless collection of handbags, sprucing up her vintage motorbike with cowboy boots, and even gossiping about herself. It’s a witty and funny take on reality TV, the situations of its protagonists, and the voyeurism that accompanies it.

Amelia Gray’s involvement adds an extra layer of authenticity to the campaign, blurring the lines between reality and fantasy. As the daughter of Real Housewives of Beverly Hills star Lisa Rinna, and having grown up in the public eye, her unique vision and style lends credibility in embodying this core theme. From her laid-back attitude to her cheerful smile, Gray is the girl of the moment, and she knows it.

The FW24 collection is full of iconic pieces, including the orange plaid coat; the off-the-shoulder red dress; the washed denim two-piece ensemble; the olive leather jacket paired with the grey skirt with embroidered black roses and the half tartan, half stripe print shirt; and the pinstripe dress with white knee-high socks. The collection is a tribute to the authentic, carefree cosmopolitan girl who is not afraid to mix patterns, loves to try new shapes and colours, and is always on the lookout for unique and exclusive pieces for her looks.

The campaign is a continuation of the references to entertainment culture that the brand started with its SS24 collection, which featured model and actress Hari Nef being photographed and followed by paparazzi. The FW24 collection serves as a tongue-in-cheek commentary on the pervasive influence of reality TV on modern culture, mixing high fashion with pop culture references.