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Posts Tagged ‘Desigual’

Desigual Clothing Brand Reflects Barcelona’s Sunny Spirit

desigual-logo-3“Our runway models are dancing and they’re not serious like they’re at a funeral, as are many models from other fashion brands”, said Borja Castresana, director of global marketing and communications at Desigual, a casual clothing line from Spain. His comment cut to the core of the brand’s positioning statement, “La vida es chula”, translated as “Life is cool.”

Castresana spoke during a Museum at FIT/Fashion Institute of Technology panel on Tuesday about Desigual and how the brand serves as an emblem for Barcelona where it’s based. Both the city and the brand convey similarly positive dispositions. As Spanish trends expert and author Gema Requena said, “the city as brand concept is key for competing in global markets.”

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Fast Fashion Brand Heats Up Manhattan with Underwear Stunt

Barcelona “fast fashion” brand Desigual is harnessing the power of user-generated nakedness to generate buzz for their two Manhattan stores.  The first one hundred people to show up in their underpants at the Soho location tomorrow at opening time will receive a free outfit.  Those late to the “undie party” receive half off.

So far the bare ploy for publicity is working.  The pre-event coverage includes Crain’s, New York magazine, and the Daily News, who even found the one person offended by the pre-event video shoot (above) involving models depecting the expected frenzy.

So far 526 are planning to drop trou in the name of fashion tomorrow.  Desigual is hosting a second party next Tuesday at their other store at 34th and 5th.