In Sectors

Desigual presents a new self in Asia

A54_1695
Source: Zalora

ZALORA, Asia’s online fashion destination partnered with global fashion brand Desigual, to present Desigual’s Fall Winter 2019 collection in Singapore, and hosted a VIP Preview on 27th September at their Singapore flagship store located in Orchard Central.

SEE ALSO : An overview of ZALORA Fashion Festival in Singapore

This event is part of a series of activities that was rolled out in the region after Desigual’s unveiling of their new brand logo and strategy in June 2019.

Desigual rearticulated their vision, mission, and purpose, returning to its essence and heritage, the core of the brand since its inception in 1984. Desigual decided to permanently reverse its logo.

Campa§a HQ
Source: Zalora

This bold move is a first for any global fashion brand, epitomizing the word “Desigual,” which means “different” in Spanish, and is a tribute to what it really is – rebellious, raw and disruptive. This is also a new chapter for the brand in terms of the way they design their products, to be more contemporary, more diverse, more versatile, and more sustainable.

As part of this global brand strategy and to keep strengthening its presence in Asia, Desigual organized two different events in Singapore and Japan to communicate this new positioning that promotes living in a world where everyone can be themselves by using their innate creativity as a tool.

Co-presented with their official e-tail partner and collaborator ZALORA, Desigual hosted a VIP event that invited media, celebrities, and customers to their flagship store on Orchard Road.

ZD_lo 448
Source: Zalora

Staying true to Desigual’s brand DNA, the event celebrated and incorporated Singapore’s local arts scene.

A commissioned art installation from Singapore’s Band of Doodlers served as an interactive artwork in store, featuring drawings that represent the Lion City, to which guests are invited to draw and colour to express their creativity. Ditching the traditional runway presentation, Desigual’s FW 19 collection was presented through a dance performance from Silent Stars Entertainment with the dancers grooving in the brand’s FW ‘19 collection.

Desigual opened their first store in Tokyo in Harajuku in 2012 as part of their global expansion and in line with the new phase of Desigual, their Harajuku store has been the first store outside of Spain to incorporate the new logo and vibe.

The Tokyo event featured Mariya Nishiuchi, IVAN by the sounds of Una+Matcha and works of Japanese artist Ran Tondabayashi, including the design of the store’s facade, putting artistry and creativity front and center of the Desigual store.

Winbell 01
Source: Zalora

Desigual’s new strategy is a declaration of their principles and is an expression of their intent as a brand. They aim to have an open and universal invitation for us to look at things from a different perspective, to be illogical and adopt a new creative methodology based on the logic of the illogical where they explore new perspectives and different approaches to everything they do.

SEE ALSO : ZALORA launches Fashion Festival pop-up in Singapore

Their series of activities in Japan and Singapore is a testament to their commitment to spread this new backward thinking because forward is boring, and expect more exciting activities from Desigual and their partners, including ZALORA.

Follow Retail in Asia on Facebook, Twitter and LinkedIn.

Get our top stories delivered to your inbox:

 

Stay ahead
Subscribe for free!
Register now
Stay ahead