Desigual recently launched a special selection of denim pieces as part of an exclusive collection celebrating the 35th anniversary of its Iconic Denim Jacket, the brand’s first denim jacket launched in 1984 and made by recycling vintage denim pieces.
Clara Delmus, the brand’s product director, talks about Desigual’s strong tie with denim and its future evolution.
Since its birth Desigual offered denim. Is this material still important for it?
Yes, it is. Denim is one of our most important collections since 1984, when our founder Thomas Meyer had the idea to create a garment from stocks of used denims that couldn’t be sold as planned. So, he created a jacket from scraps of those jeans, featuring brass buttons and leather appliqués on the cuffs. It quickly became a must-have garment, introducing re-use as a starting point for a new creation, and establishing some of the key concepts of the language that would later become Desigual.
For s/s 2019, we have just done a re-release of this Iconic Denim Jacket and it is the most significant example about how important is denim within Desigual’s history since its existence.
Are you launching just a denim capsule for s/s ’19 or will you relaunch it entirely and include it consistently in your offer?
Denim is always there, every season we design a capsule focused on jackets and bottoms. For s/s 2019 among our most representative items there is our handmade Iconic Denim Jacket made with different scraps of denim pieces and decorated with a Mickey Mouse graphic on the back. This garment will be available as a permanent item in our denim collection.
Most of our s/s 2019 denim collection is inspired by the patch technique, one of our brand’s main drivers. The Denim Collection counts for 15% of our entire selection.
What target do you want to reach with this collection?
We are an inclusive brand. Our target is more related to attitude than a generation or average age.
What will your future denim collections look like?
Our next denim collections will be characterized by new washed techniques, extended in colors with a strong offer in bottoms. Our purpose is to design unique garments that make people express their own personality, so what’s coming next is to be original. Our DNA is key, and we are artsy, ethnic and focused on the idea of patches.
We have heard that Jean-Paul Goude just left Desigual later than previously agreed. Can you comment on that?
In the middle of the transformation process Desigual is immersed on, the company hired Jean-Paul Goude as artistic advisor to lead the spring/summer 2018 season and the transformation of the brand’s image.
The company feels that its collaboration with this French photographer has been very positive, with highlights including the New York Fashion Week show, which turned the catwalk into a celebration, and the s/s 2018 and f/w 2018-19 campaigns, which featured iconic images.
We have now ended our collaboration with Jean-Paul Goude and we feel it has been very positive. At Desigual, we are continuing to progress with and focus on our transformation plan, one of the pillars of which is a revised product range.
Will any other personality be involved in the company for the future?
For the moment, Artistic Advisory will be managed by our internal team. Desigual has always relied on internal talent and it will continue to do so.
Are there any new plans or initiatives the company wants to focus on in the future?
Desigual is immersed in its transformation plan, which is based on a new brand image, a revised product range and an optimal distribution network.
In terms of product, we are working on updating our designs, introducing new shapes and materials and launching capsules created with sustainable materials.
At Desigual we have a dream: we want to build a world where we can all be ourselves–and we believe that creativity itself is the tool to achieve it. Therefore, our purpose is to create products and experiences capable of awakening anyone’s own creativity, and unique garments that inspire people and invite them to celebrate their authenticity at any time and situation. In Desigual we make clothes that can change the mood of people–unique, colorful, optimistic and original clothing. And we do it with responsibility, respect and commitment towards people and the planet, because we are convinced that dressing is in itself is a declaration of intentions and a good way to tell the story of each one.
How is Desigual performing?
We will release our 2018 financial results in the following months. Currently, the company is selling in nearly 100 countries through 13 sales channels, around 500 monobrand stores and six product categories: woman, man, kids, accessories, shoes and sport.