Latest news with #Desigual
Fashion Network
16-07-2025
- Business
- Fashion Network
Desigual unveils unisex capsule with Botter inspired by kinetic movement
The Barcelona-based fashion brand Desigual reaffirms its commitment to international creative collaborations. Following previous partnerships with names such as New York designer Tyler McGillivary and French couturier Christian Lacroix, the brand introduces a new capsule developed in collaboration with Botter, the Amsterdam-based label founded by designers Lisi Herrebrugh and . Titled "Rise & Fall: Anatomy of a Jump," the collection presents a visual and conceptual reflection on movement, change, and freedom of expression through fashion. Combining the identities of both brands, the unisex capsule narrates the phases of a jump — from impulse and tension to fall and release — through kinetic silhouettes that merge structured tailoring with fluid forms. The pieces reimagine elements from Desigual's archive with a contemporary lens, highlighting technical fabrics, architectural cuts and aesthetic details that echo the fluidity of water. With this partnership, Desigual strengthens its international presence, particularly in Northern Europe, where Botter maintains strong cultural roots and a strong resonance with younger consumers. The collection will be available online and in stores from August 26. This new launch aligns with Desigual's broader transformation strategy, which aims to reinforce its creative direction and differentiated positioning in the global fashion landscape. This evolution includes the upcoming presentation of its Studio line, set to debut with a fashion show in Barcelona on September 10. It also follows the appointment of actress Ester Expósito as the brand's new ambassador, as part of Desigual's ongoing effort to connect with new generations. Founded by Thomas Meyer in 1984, Desigual currently operates over 280 single-brand stores and is present in 107 markets through 10 sales channels. The brand reported total revenues of €332 million in fiscal 2024, driven primarily by international expansion and growth in its online channel. Botter, founded by Rushemy Botter and Lisi Herrebrugh in 2017, blends Belgian and Dutch tailoring with multicultural influences. After winning the Grand Prix at the Hyères Festival in 2018 and being finalists for the LVMH Prize, the pair took over the artistic direction of Parisian fashion house Nina Ricci, a role they held until 2022. They currently lead their namesake label while also serving as artistic directors of G-Star, a role they began in April 2024.
Fashion Network
16-07-2025
- Business
- Fashion Network
Desigual unveils unisex capsule with Botter inspired by kinetic movement
This new launch aligns with Desigual's broader transformation strategy, which aims to reinforce its creative direction and differentiated positioning in the global fashion landscape. This evolution includes the upcoming presentation of its Studio line, set to debut with a fashion show in Barcelona on September 10. It also follows the appointment of actress Ester Expósito as the brand's new ambassador, as part of Desigual's ongoing effort to connect with new generations. Founded by Thomas Meyer in 1984, Desigual currently operates over 280 single-brand stores and is present in 107 markets through 10 sales channels. The brand reported total revenues of €332 million in fiscal 2024, driven primarily by international expansion and growth in its online channel. Botter, founded by Rushemy Botter and Lisi Herrebrugh in 2017, blends Belgian and Dutch tailoring with multicultural influences. After winning the Grand Prix at the Hyères Festival in 2018 and being finalists for the LVMH Prize, the pair took over the artistic direction of Parisian fashion house Nina Ricci, a role they held until 2022. They currently lead their namesake label while also serving as artistic directors of G-Star, a role they began in April 2024.
Fashion Network
16-07-2025
- Business
- Fashion Network
Desigual unveils unisex capsule with Botter inspired by kinetic movement
The Barcelona-based fashion brand Desigual reaffirms its commitment to international creative collaborations. Following previous partnerships with names such as New York designer Tyler McGillivary and French couturier Christian Lacroix, the brand introduces a new capsule developed in collaboration with Botter, the Amsterdam-based label founded by designers Lisi Herrebrugh and . Titled "Rise & Fall: Anatomy of a Jump," the collection presents a visual and conceptual reflection on movement, change, and freedom of expression through fashion. Combining the identities of both brands, the unisex capsule narrates the phases of a jump — from impulse and tension to fall and release — through kinetic silhouettes that merge structured tailoring with fluid forms. The pieces reimagine elements from Desigual's archive with a contemporary lens, highlighting technical fabrics, architectural cuts and aesthetic details that echo the fluidity of water. With this partnership, Desigual strengthens its international presence, particularly in Northern Europe, where Botter maintains strong cultural roots and a strong resonance with younger consumers. The collection will be available online and in stores from August 26. This new launch aligns with Desigual's broader transformation strategy, which aims to reinforce its creative direction and differentiated positioning in the global fashion landscape. This evolution includes the upcoming presentation of its Studio line, set to debut with a fashion show in Barcelona on September 10. It also follows the appointment of actress Ester Expósito as the brand's new ambassador, as part of Desigual's ongoing effort to connect with new generations. Founded by Thomas Meyer in 1984, Desigual currently operates over 280 single-brand stores and is present in 107 markets through 10 sales channels. The brand reported total revenues of €332 million in fiscal 2024, driven primarily by international expansion and growth in its online channel. Botter, founded by Rushemy Botter and Lisi Herrebrugh in 2017, blends Belgian and Dutch tailoring with multicultural influences. After winning the Grand Prix at the Hyères Festival in 2018 and being finalists for the LVMH Prize, the pair took over the artistic direction of Parisian fashion house Nina Ricci, a role they held until 2022. They currently lead their namesake label while also serving as artistic directors of G-Star, a role they began in April 2024.
Fashion United
14-07-2025
- Business
- Fashion United
Desigual embraces artificial intelligence to expand its creative universe and optimise its operations
The emergence of generative artificial intelligence (AI) in the fashion industry has been as rapid as it has been provocative. First came astonishment, then experimentation, and finally, a more critical stage in which many brands are asking themselves: what role do we want to play in a creative ecosystem increasingly mediated by this technology? In this new scenario, a hybrid logic is beginning to prevail in which the human and the artificial do not compete, but complement each other. It is a delicate balance, especially in a sector where aesthetics, emotion and innovation make all the difference. The key question is no longer whether to use AI, but how to do so without losing the soul of the brand. FashionUnited spoke with Roser Bagó and Minerva Garcia —co-founder and expert respectively— of the creative start-up Neural Fashion and Sergio González, AI Lead at Desigual. This image was generated using artificial intelligence by Neural Fashion for Desigual's latest campaign. Credits: Desigual x Neural Fashion. The Barcelona-based firm, immersed since 2019 in an ambitious rebranding process, has found in AI not only a creative tool, but a way to consolidate its market positioning. One of the pillars of this integration has been Awesome Lab, the open innovation programme with which Desigual has been collaborating with technology start-ups for years to accelerate its digital transformation. In its latest edition, focused exclusively on generative artificial intelligence, the company has explored applications ranging from product design to personalised marketing. Among the most prominent projects is its alliance with Neural Fashion, a start-up with whom they have created their first editorial campaign with real garments generated entirely with artificial intelligence. Using a combination of tools such as Flux, OpenAI models and upscaling systems, the brand achieved an interesting visual proposal. But beyond the result, what has been relevant is the approach. Desigual does not use AI as a simple aesthetic resource, but as a coherent extension of its visual language. A tool that amplifies, not substitutes. Creative experimentation without fear Desigual does not conceive of AI as a simple one-off solution, but as a structural lever that cuts across multiple areas of the company. Although the brand has only been working with this technology for a little over a year, it has already left the exploration phase behind and is fully in application mode. The commitment goes far beyond marketing. As González explains, in the marketing department, for example, it is used to generate visual concepts, write creative proposals or experiment with new narratives. In the product area, AI enriches the design phase. Other departments such as IT or finance benefit from the automation of repetitive tasks and the optimisation of workflows. 'We were asked to be as creative as possible and not be afraid to make mistakes,' says González, stressing that Thomas Meyer, the brand's founder, has driven this philosophy of fearless experimentation. Behind every image generated there are human decisions. Careful prompts, art direction, studio management, retouching. 'AI is just another tool in the hands of imagination that also helps us free up resources to invest in larger traditional campaigns. We are not looking to replace anyone, but to expand the possibilities,' explains González. Technological limits The path towards the total integration of AI is not without its obstacles. While Desigual is moving forward firmly, other brands have had more complex experiences. This is the case of the Dutch brand Labfresh, which after four seasons decided to abandon the use of AI in its campaigns. The reason: low performance on social media and technical difficulties such as inconsistency in the generated models. From Neural Fashion, the creative and technical team that has helped Desigual to materialise its latest campaign generated with artificial intelligence, recognise these technical challenges, but offer an alternative and proactive view in the face of such obstacles. They do not deny that there are challenges such as the aforementioned inconsistency in generated faces. In fact, they openly acknowledge it as one of the most demanding aspects of working with generative AI in fashion. However, their approach is not to avoid the problem, but to rethink the rules of the creative game. Rethinking the rules of the creative game According to them, the secret is not to force AI to replicate traditional processes to the millimetre, but to build campaigns from the limitations and strengths of the technology itself. In other words, it is not about expecting AI to produce a perfect photoshoot, as a human team would do in ideal conditions. It is about using it to create something different, even unexpected, that connects with the audience in a different way. This philosophy has guided their collaboration with Desigual: if they knew that generating ten identical images of the same face was technically unstable, they opted for visual narratives that did not depend on that precision. This image was generated using artificial intelligence by Neural Fashion for Desigual's latest campaign. Credits: Desigual x Neural Fashion. In addition, Garcia, an expert from the Neural team, stresses that we are dealing with a technology in full evolution. What seems like a limitation today may be solved tomorrow with a new tool or technique. Therefore, their working model is not based on a single platform or AI engine, but on a dynamic integration of different models and resources, which are adapted to the specific needs of each campaign. This ability to move with agility within a changing environment is what, they assure, allows them to continue obtaining results that combine the best of technology with a profoundly creative vision. Where other brands may see frustration or underperformance, Bagó, co-founder of Neural, invites us to see untapped potential. For them, AI is not here to replicate what we already knew, but to open up new ways of imagining, telling and showing fashion. Always with one caveat: those who approach AI expecting an exact, closed and definitive solution will probably be disappointed. Those who do so with an open and curious mind will find fertile ground for fearless experimentation. This image was generated using artificial intelligence by Neural Fashion for Desigual's latest campaign. Credits: Desigual x Neural Fashion. Now one of the projects in development is the generation of images for product pages with consistent models, exploring the possibility of using digital twins that allow maintaining visual coherence between multiple images of the same face. H&M, for example, has already begun to implement this technology by creating digital replicas of real models for its marketing campaigns and social media posts, always with the consent and compensation of the models involved. In this context, the brand underlines the importance of being transparent with the user: all realistic images created with AI must be presented to consumers duly labelled, thus avoiding misunderstandings and earning the public's trust. Far from hiding the technological origin, Desigual makes it part of the creative discourse. The case of Desigual is an example that the future of visual communication will not be exclusively human or completely artificial. It will be hybrid. An ecosystem where technology amplifies creativity, frees up time and resources, and allows brands to tell more stories without losing their essence. In this coexistence, the key is not to ask AI for what only a human being can offer: sensitivity, intuition, emotion. And, at the same time, to take advantage of its potential to push the limits of what is possible. This article was translated to English using an AI tool. FashionUnited uses AI language tools to speed up translating (news) articles and proofread the translations to improve the end result. This saves our human journalists time they can spend doing research and writing original articles. Articles translated with the help of AI are checked and edited by a human desk editor prior to going online. If you have questions or comments about this process email us at info@
Time Out
07-07-2025
- Entertainment
- Time Out
Discover a Barcelona Shopping Centre Housed in a Former Bullring
1. Shopping that covers all your needs Whether you're updating your summer wardrobe, grabbing a last-minute gift or upgrading your tech, Arenas de Barcelona makes it easy. The centre brings together top brands for all styles and ages like Mango, Desigual, Parfois, Pepco, Natura and Tous, along with electronics, books and music at FNAC. For something more fun or unexpected, pop into Ale-Hop or browse the comics and graphic novels at ECC Comics—an essential stop for collectors and casual readers alike. 2. Food for every craving (and whim) With over twenty dining options, Arenas de Barcelona offers a wide variety of flavours and formats. Think vegan burgers, Asian street food, grilled meats, Italian pasta, classic tapas—you name it. In a hurry? Grab a quick bite, sandwich or coffee to go. Got a sweet tooth? Indulge in waffles, artisan gelato or picture-perfect desserts. And the highlight? The panoramic rooftop terrace. A perfect spot to unwind, dine outdoors and enjoy unbeatable views over Plaça Espanya, Montjuïc and beyond. Pro tip: don't miss the sunset with a cocktail in hand. 3. Immersive fun for all ages Looking for something different? Set aside time for IKONO, an immersive experience that blends art, technology and playful nostalgia. Explore futuristic ball pits, neon-lit rooms, interactive installations and surreal mirror mazes. It's a dream setting for fun photos, creative moments and reconnecting with your inner child—in style. Travelling with little ones? The central square of the shopping centre includes an interactive floor screen, which delights kids all year round and is one of the venue's most popular features. For those wanting to stay active, there's also the Metropolitan Gym—a premium fitness space with spa facilities and an impressive 360° outdoor running track offering some of the best views in town. Working out here feels like a luxury experience. 4. Cinema and shows under the dome Arenas de Barcelona is also a cultural hub. Inside, you'll find Mooby Cinemas, offering a full programme of current releases, 3D screenings and comfortable, modern theatres. Thursdays come with discounted tickets, so you can treat yourself midweek without the guilt. And for something truly unique, head up to the top: the Arenas Cúpula Theatre. Nestled beneath the centre's iconic dome, this venue hosts spectacular stage productions that make the most of its dramatic setting. A cultural gem high above the city. 5. A historic building in a prime location Arenas de Barcelona has become an iconic building in Barcelona thanks to its multi-use design and wide-ranging offering: shops, restaurants, offices, fitness, culture, cinemas and a 2,000 m² multi-purpose space located 27 metres above ground. It also stands as a pioneering architectural project—transforming a bullring from the early 20th century into a modern, urban shopping centre while preserving and restoring its beautiful neo-Mudéjar façade. A symbol of the city where heritage meets innovation. 6. Easy access for everyone Whether you arrive on foot, by metro, car or airport shuttle, getting to Arenas de Barcelona is incredibly easy. Just 15 minutes from the airport and 7 minutes from Sants Station, it sits directly across from Fira de Barcelona, which welcomes over 2.5 million visitors annually through trade fairs, congresses and events. There are eight hotels within walking distance, and the centre is the first stop for the 24/7 airport shuttle, which connects directly with high-speed and long-distance trains. Arenas de Barcelona also offers over 1,000 parking spots and on-site lockers, plus direct access to two metro lines and local rail services—recently upgraded with new outdoor-access elevators. Everything's designed to make your visit smooth and effortless.
