Within Desigual’s new collection, Mr. Goude will also create a capsule collection of womenswear, which will be revealed at the show. The fashion show will serve to demonstrate Mr. Goude’s overall creative involvement with the brand, and will act as an introduction for his continued collaborative role beyond the Spring/Summer 2018 season window. “I like challenges and helping Desigual on the process of updating its image while keeping faithful to its DNA it is extremely exciting. I hope I will be up to the task”, says Jean-Paul Goude.
“The inspiration draws its source from different themes in different places and different wardrobes, it is a trip into the universe of Jean-Paul Goude. This exploration can be found in the sailor stripes, the Vietnamese dress, the Korean marcel, the varsity jacket or the dungarees as well as the patches which add a bit of “college” spirit. The primary colors are vivid in the image of the collection and its creator. Desigual couture is “Street couture” The volumes and structure of each piece were designed to create a unique graphic silhouette defining the body: shoulders, waist, hips. The silhouette is “cut”: cropped jacket, broad shoulders, cropped trousers or overalls with tightening tabs to wear at the knee to lengthen the leg. The materials are chosen to also reflect diversity, from the cotton jersey romper to the teddy sleeves made of laser- perforated neoprene. It is a singular collection, young and urban, both sexy and playful.” “What are you wearing? Desigual Couture… darling!”
The partnership with Jean-Paul Goude exemplifies Desigual’s ongoing commitment to a company-wide transformation that was enacted in 2015. As the company evolves, Desigual has catalyzed a shift towards becoming a more consumer-centric label by: becoming closer with its customers, investing in material quality, introducing new patterns and designs, segmenting and differentiating its collections, speeding up in-store product renewals, updating its campaign strategies and enhancing its media investments.
“Desigual has long stood for authenticity, singularity and nonconformity. This artistic collaboration with Jean-Paul Goude signifies a step forward in Desigual’s desire to permit talent from myriad disciplines to contribute to—and enrich—the diversity of the brand by way of their unexpected works,” says David Meire, Desigual’s CCO. Mr. Goude’s collaboration will serve to complement each facet of Desigual’s image; over the past few decades, he has become famous for his ability to create both high-fashion vignettes while still retaining, and attracting, eyes beyond the immediate fashion community. His extensive portfolio—from creating advertising for high end brands to contributing at internationally recognized titles to collaborating with world-famous artists—supports Desigual’s ultimate goal of becoming a more diversified, more dynamic and ultimately more serviceable fashion label for its clients. “Having been invited to be part of such an exciting project is as stimulating as it is intimidating”, says Jean-Paul Goude Desigual is known for its unique way of interpreting fashion and life, based on values such as creativity, optimism and differentiation, each of which are translated into its unique designs.
The company, with more than 4,600 employees, is currently present in around 100 countries. It holds more than 500 of its own stores including Desigual.com, and it is stocked at top multi-brand point of sales, department stores and digital e-tailers. Desigual has eight product categories: Women’s, Men’s, Kids, Accessories, Shoes, Living, Sports and Beauty.