Desigual presented its latest Spring-Summer 2025 fashion show, ‘Reflections’ in its hometown in a culmination of the rebranding and repositioning that the brand has been carrying out for a few years now. A reflection on its past, present and future in a journey through the creativity, innovation and joy that have always been part of its history since 1984.
A journey that began in 1984, under the vision of Thomas Meyer, who wanted to create fashion for people, not for bodies. With unique, different and daring campaigns with a tone of voice unprecedented in the fashion industry, Desigual became a universe of freedom, authenticity and optimism, with a Barcelona spirit that connected with people all over the world.
REFLECTIONS
The SS25 collection revisits the brand’s Mediterranean roots and archives, focusing on style, innovation and versatility. An ode to the ephemeral beauty of spring and summer, evoking the nostalgia of long days by the sea and capturing the essence of blossoming and rebirth in nature.
A collection of looks inspired by the Mediterranean Sea, summer sunsets, the 90s and 2000s, surfing, and Barcelona, styled under the creative direction of Helena Tejedor, who took pieces from Desigual’s archive for a fresh and contemporary reinterpretation. The accessories were Voyager maxi bags, sandals with the Desigual D on the heel and Gigi Studios glasses.
A proposal full of nods to the main theme of the show ‘Reflections’, with mirrors embedded in skirts, and metallic or reflective accessories; focused on layering, and surfer details; with a storytelling that goes from day to night, covering the different moments of the Desigual girl. A versatile and young collection with a touch of nostalgia and a lot of attitude.
The catwalk, located in the port of Barcelona, had the Mediterranean skyline as a backdrop and mirrors lined up, reflecting the vibrant colours of the sunset. Supermodels Amelia Gray, Daily Front Row Model of the Year 2024, and Hari Nef, the face of Desigual’s campaigns, renowned Hollywood actress and activist, walked the runway alongside Andrea Meyer, daughter of Founder and CEO Thomas Meyer, wearing stunning looks from the SS25 collection.
After the show concluded, the event continued with a party on the rooftop of Desigual’s headquarters, where Freixenet and Brutus added the finishing touch to the incredible views over Barceloneta beach. The exclusive guest list included celebrities, who stayed at the W Hotel, press, influencers, stylists, photographers, designers, artists and fashion industry experts.
The fashion show was shared on Desigual’s social networks and website, and was open to the public, via a giant screen installed in front of the brand’s offices next to Barceloneta beach, where the public could be part of the event.
The guest list included over 400 people, including internationally known celebrities such as Paris Jackson, Ester Expósito, Thylane Blondeau, Amelia Gray, Hari Nef, Greta Fernández and Andrea Chaparro. Friends of the brand who have always supported the brand such as Alphonse Maitrepierre, Maria Escoté, Collina Strada and Jordi Labanda, and members of the Desigual Community such as Gala González, Miranda Makaroff and Nina Urgell.
The Desigual Squad also included other celebrities such as Greta Fernández, Sita Abellán, Laura Vandall, María Bernad, Nuria Val, Virgo Martínez, Carla Paucar, Carlota Marañón, Gigi Vives, Ariadna Tapia, Gabriela Flores, Irina Isasia, Vanelli Melli, Kicki Yang, Yaqian Lan, Veronika Heilbrunner, Clara Berry, Mv Tiangue, Yasmin Barbieri, Sofia Craighero, Fiammetta Cicogna, Martina Taglienti, Veronica Ferraro, Andrea Chaparro, Maria Bottle, Haddasha Tirosh, Amiaya, RieHata and Ziyun Guang.
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