Today in Barcelona, on the stage of the 080 Barcelona Fashion, Desigual presented its new Fall-Winter 2014 campaign, accompanied by Adriana Lima, the brand’s current ambassador. The purpose of the “La Vida es Chula by Adriana Lima” campaign is to tell the world about the brand’s philosophy. It will launch in July with images from the new collection and will culminate with several TV ads during the season where the model will tell us in her own words what the Desigual slogan means to her.
Desigual is launching a new concept “La vida es chula by” where a number of individuals will tell their story about why “la vida es chula” for them…shifting the focus onto the people so that they too can reflect on why they believe “life is cool.”
Adriana Lima, apart from being one of the most recognized faces on the international catwalks, is a mother of two daughters whose vitality and optimistic attitude go hand in hand with Desigual’s personality.
For the photo shoot, the fashion brand has chosen the Spanish city of Barcelona as the location and the renowned photographer Miguel Reveriego to bring out the model’s natural and sexy side wearing the newest pieces from next season’s collection.
Fall-Winter 14/15 WHY? Collection
Desigual’s Fall 2014 collection embraces an ethnic flair, with a combination of high fashion and comfort. Bloomer pants and wide skirts highlight the collection with patterns that accentuate shape and volume. Earth and ocher tones coupled with blacks, greys and reds define powerful style. Knitted fabrics and delicate blouses can both be paired with Desigual denim. Defined silhouettes and casual wear embody the pure essence of the brand. New to the collection are jumpers and dresses offered in a variety of fabrics and hues to bring the ethnic style to every kind of woman.
Desigual is characterized by its distinctive, optimistic, and colorful designs. The company was founded in 1984. Desigual’s slogan, La Vida es Chula, reflects the way it views fashion and life. This phrase explains Desigual’s raison d’etre and is enshrined in the brand’s DNA and the values it reflects. It’s a manifesto that describes how to face the world each day and is reflected in a fun, fresh and original way of dressing in clothing made with a passion. Desigual currently has 95 of its own stores and over 3,500 points of sale nationally. The fashion brand closed the year 2013 with 405 retail stores, 11,000 multi-brand stores and 2,500 corner concessions in department stores. It also sold over 28 million garments worldwide through its different sales channels.