Desigual (); Catalan: ); meaning "unequal, uneven") is a Spanish fashion label. The company was founded by Thomas Meyer in 1984, and is headquartered in Barcelona, Catalonia. The company designs and markets ready-to-wear clothing for women, men and children, as well as accessories, footwear and other lifestyle products.
Desigual is known for its distinctive creative identity, characterized by bold colors, prints, patchwork and artistic influences. Its collections have also incorporated collaborations with designers, artists, musicians, brands, and cultural figures.
As of 2025, Desigual operates in more than 100 countries through a network of directly operated stores, wholesale partners, department store concessions, e-commerce platforms and its official online store.
History In 1983, founder Thomas Meyer designed a jacket made from scraps of second-hand jeans, then known as the "Iconic Jacket". The following year, he launched the brand Desigual. The idea of the name came from Spanish filmmaker Isabel Coixet. In 1986, the company opened its first own store in the harbor of Ibiza and included its first logo – a graphical representation of a naked man and woman holding hands – designed by Peret.In 2011, Desigual started collaborating with French designer Christian Lacroix.
In 2012, the company officially opened its headquarters in the neighborhood of La Barceloneta in Barcelona, a glass building designed by Ricardo Bofill. Desigual then joined the Textile Exchange. In 2015, it inaugurated its logistics center in Viladecans.
In 2019, the company redefined its products, including new materials, patterns, and designs, to expand its audience and attract younger customers.
In 2020, Desigual continued the rollout of its new brand identity and launched its 2020–2023 Sustainability and Corporate Social Responsibility Plan. It also joined initiatives including the Sustainable Apparel Coalition (now Cascale), Better Cotton Initiative, The Fashion Pact and Sedex, reinforcing its commitment to responsible sourcing and sustainability. The same year, Desigual launched its first capsule collection with Spanish fashion designer María Escoté.
In 2021, Desigual introduced a four-day work week for its corporate employees in Spain after 86% of participating staff voted in favor of the initiative. The company also launched Awesome Lab, a startup accelerator created to support technological innovation and entrepreneurship in the fashion industry.
In 2022, Desigual joined ZDHC's Roadmap to Zero programme to strengthen responsible chemical management across its supply chain. Awesome Lab launched its second edition.
In 2023, Desigual launched its first Circular Denim collection as part of its circularity strategy and introduced a global campaign featuring American supermodel Hari Nef.
In 2024, the company marked its 40th anniversary with “Reflections”, a fashion show held in Barcelona presenting its Spring/Summer 2025 collection. The show featured models including Amelia Gray and Hari Nef. Later that year, Gray starred in the brand’s Autumn/Winter 2024–2025 campaign, “The Glow Up Show”.
In 2025, actress Ester Expósito became a global brand ambassador through the "Not a Doll" and "Desigualand" campaigns. That year, the company launched Desigual Studio, a premium line and the most elevated expression of its creative vision, focused on premium materials, refined craftsmanship and a more curated design approach. The line was presented through the Desigual Studio Fashion Show FW25 in Barcelona.
Development Initially recognized for its distinctive aesthetic based on patchwork, vibrant colors and artistic influences, Desigual has progressively evolved its creative direction towards a more contemporary and fashion-focused approach, while maintaining its focus on original design.
The company releases two main ready-to-wear collections each year: Spring/Summer and Autumn/Winter alongside capsule collections and limited-edition collaborations with international designers and brands. Since 2020, collaborators have included María Escoté, Collina Strada, Tyler McGillivary, Botter, Egonlab and Masha Popova.
Desigual operates an omnichannel business model combining physical retail and digital commerce. The company distributes its collections through directly operated stores, wholesale partners, department store concessions, marketplaces, and its official e-commerce platform. Its logistics network is centralized through distribution centres in Viladecans and Gavà (Spain), New Jersey (United States) and Hong Kong.
Manel Adell was Chief Executive Officer from 2002 to 2013, overseeing a period of rapid international growth.Manel Adell parts ways with Desigual It achieved a 60% annual growth from 2002 to 2009, and a turnover of €250 million in 2009,Desigual: the new Spanish phenomenon €440 million in 2010ESADE, Matins ESADE with Manel Adell, CEO and partner of Desigual and €560 million in 2011. In 2011, it employed 2,900 people of 72 nationalities. In 2013 Manel Jadraque became the CEO. Further on, Alberto Ojinaga has been the managing director since 2016. As of 2025, Desigual operates in more than 100 countries through multiple distribution channels and employs more than 2,600 people worldwide. In 2025, the company also announced its entry into the Indian market through a strategic partnership with Myntra as part of its international expansion strategy.
As part of the transformation, in 2019, Desigual updated its visual identity, which continued with the rollout of a new retail concept inspired by contemporary art galleries across flagship stores. In 2020, the company was ranked among the most valuable Spanish brands on BrandZ, and received the bronze Laus Award for the new brand identity it launched in 2019.
Since 2020, sustainability has become a central pillar of Desigual's corporate strategy through its Sustainability and CSR Plan. The company joined organizations and initiatives including Amfori, Sedex, Better Cotton, Textile Exchange, the Fashion Pact and Cascale (formerly the Sustainable Apparel Coalition).
The company has progressively increased the use of materials with lower environmental impacts compared with conventional alternatives, including recycled and certified fibres, across its collections. It has also eliminated single-use plastic from product packaging and introduced environmental product information to help customers make more informed choices. According to its Sustainability Report, Desigual exceeded its target for increasing the share of lower-impact fibres in its collections and committed to sourcing 100% of its cotton from recycled or certified sources by 2025. In parallel, the company has adopted science-based greenhouse gas emissions reduction targets, including a 65% reduction in Scope 1 and Scope 2 emissions by 2026 (compared with 2019), and is pursuing a long-term net-zero emissions objective for 2050 through emissions reductions across its operations and value chain.
Brand image Over the years, the company has launched a number of themed collections, including "Real Life", "Magic Stories", "Luxury Feelings", "Me&You", "Better&Better", "Wow", "All Together", "Handmade", "Rainbow", "El Love", "La Difference", "El Now", "We are Animals" and "La vida es Chula".
In 2004, the company launched a line of T-shirts inspired by drawings of Thomas Meyer's daughters. In 2010, Desigual attracted attention with a sales campaign in Spain and Portugal inviting customers to enter stores wearing only their underwear, with the first 100 receiving a free outfit. Under the slogan "Enter naked, leave dressed", 200 people queued in their underwear on the street outside the Madrid store to take advantage of the winter sale. The campaign was repeated in London, Berlin, Stockholm, Madrid, Prague, and New York in June 2011, and in Madrid, Seville, and Lyon in January 2012.
One of the brand’s most notable campaigns starred Winnie Harlow, a Canadian model with vitiligo, who was the face of the spring-summer 2014 collection.Her participation was part of the brand's recurring use of campaigns centred on individuality and difference.
Desigual regularly creates collections with cultural and artistic figures. In addition to the collaboration with French designer Christian Lacroix, which began in 2011.telegraph.co.uk, Christian Lacroix designs for Desigual That year, the company also entered a worldwide partnership with Cirque du Soleil, a collection of clothing and accessories. Desigual has additionally collaborated with Disney on collections referencing the brand's original denim patchwork jacket.
From 2018 onwards, the firm expanded its creative partnerships and worked with a range of designers, artists, musicians and other cultural figures across capsule collections, campaigns and artistic projects. These have included artists Miranda Makaroff and Okuda San Miguel, designer María Escoté, actors Jordi Mollá and Najwa Nimri, as well as with Ecoalf, Victoria or Sonar Barcelona
Art Basel Miami Beach in 2019, Desigual presented its spring-summer 2020 collection with a fashion show, as well as an artistic show directed by Spanish artist Carlota Guerrero inspired by the kiss. the performance involved participants from fashion, art, film and music and concluded with couples and trios kissing in front of the audience.
In 2020, the brand continued to roll out its revamped image and a new retail store concept inspired by art galleries and Gaudi’s natural forms, featuring uncluttered spaces with fewer clothes and hangers, with the garment as the central item, to impress the customer.
The Autumn/Winter 2022 campaign was designed and carried out in black and white by photographer Mario Sorrenti and model Grace Elizabeth, who had previously modelled for Victoria’s Secret, Chanel and Fendi. The 2022 fall-winter campaign image is Nathy Peluso, the Argentine singer and songwriter, also known for her radical image, that embodies the brand's values.
In 2024, Desigual celebrated its 40th anniversary with “Reflections”, a runway show held on Barcelona's waterfront presenting its Spring/Summer 2025 collection. The collection revisited the brand's archives and Mediterranean roots through a contemporary approach, combining characteristic elements such as denim, patchwork, and colorful prints with a more elevated aesthetic. The show featured models including Amelia Gray and Hari Nef, while guests included Ester Expósito, Paris Jackson, Miranda Makaroff. The same year, the communication concept I Never Thought I'd Wear Desigual referred directly to changing perceptions of the brand and its attempt to connect with younger consumers.
In 2025, Desigual released the Not a Doll campaign starring Spanish actress Ester Expósito. The campaign focused on female autonomy, individuality and the rejection of stereotypes and objectification. Later that year, Desigual launched its premium line, Desigual Studio, with a runway show at the Nau de Turbines in Barcelona's Les Tres Xemeneies complex. The event brought together more than 500 guests from fashion, music, film and culture, including Edward Enninful, Paris Jackson, Lila Moss, Becky G, Nicki Nicole and Ester Expósito.
In 2026, Desigual returned to Ibiza, where the brand opened its first standalone store in 1986, to present Desigual Vintage, a capsule collection inspired by its archive under the name of "Love is the Answer". The collection was unveiled through a live performance by the dance collective People Watching, celebrating the brand's heritage through fashion, movement, and artistic expression.
Digitalization