Desigual’s Premium Strategy: New Collection Launch with Egonlab
Madrid – Desigual has unveiled plans for a unique capsule collection, created in collaboration with the Parisian label Egonlab, founded by Florentin Glémarec and Kévin Nompeix. This partnership is a vital component of the brand’s ongoing ‘premiumisation’ strategy, which has already led to the establishment of its premium fashion line, Desigual Studio.
This past September marked a significant moment for Desigual with the official debut of its first collection under the ‘Studio’ line in Barcelona. While firmly committed to ‘premiumisation’, the brand also embraces a complementary strategy aimed at enhancing the overall value of the Desigual brand, which is essential for the success of the Desigual Studio line. The brand’s leadership is focused on connecting with innovative and avant-garde creatives who are transforming the landscape of fashion.
Expanding Collaborative Projects
As part of this strategic plan, Desigual will introduce several collaborative collections throughout 2025. These will include partnerships with notable brands like Collina Strada and Tyler McGillivray from New York, as well as the Dutch label Botter. Such collaborations are designed to enhance Desigual’s presence in key markets such as the US and Central Europe. The Egonlab collaboration adds another layer, especially as it seeks to connect deeper with audiences in France, which remains a crucial market for Desigual.
Fostering Creative Partnerships
“Working with Egonlab highlights Desigual’s dedication to engaging with international talents who resonate with the younger generations,” stated Fernanda Blasco, the product director at Desigual. She further noted that this partnership supports the brand’s progression towards a more modern and ‘premium’ stance within the fashion industry.
Launch Details for the Collection
The eagerly awaited collection, which has been teased with just one image so far, is set to debut on November 6, 2025. An exclusive event is scheduled for November 5, taking place at the Desigual store located at 3 Rue de Rosiers in Paris. While specific details about the event remain limited, Desigual emphasizes the significance of Paris as a fashion hub and a crucial entry point into the French market.
“The Desigual x Egonlab collaboration exemplifies our international strategy, reinforcing our presence in France and underscoring our commitment to partnering with leading creative figures,” the brand asserts. It is noted that since its inception in 2019, Egonlab has distinguished itself for its unique identity, visionary aesthetic, and the ability to blend tradition with innovation.
A Unique Fashion Narrative
“Its creative harmony, commitment to eco-conscious practices, and influence on contemporary culture showcase its broader significance beyond merely fashion,” Desigual remarked. This philosophy aligns with the brand’s collaborations, which aim to merge diverse styles and ideas to create genuine and innovative expressions. “The Desigual x Egonlab collection embodies this spirit,” they added, fostering a connection between two seemingly different realms united by a bold vision.
What do you think about this exciting collaboration? Are you looking forward to the Desigual x Egonlab collection? Feel free to share your thoughts!
