At Les Tres Xemeneies, Desigual unveiled Studio, its most sophisticated line to date, in a show that fused fashion, culture, and an unexpected social statement.
Barcelona became the epicenter of a transformation. Inside the Nau de Turbines at Les Tres Xemeneies, an industrial landmark with brick chimneys rising against the skyline, Desigual introduced Studio, its first premium line. The event was not just a runway, but a declaration of intent: a reinvention of the brand’s identity, now elevated with refined finishes, noble fabrics, and a sharper cultural voice.
The atmosphere was almost cinematic. The industrial architecture, raw and monumental, created a striking contrast with the sophistication of the collection. Over 500 guests attended, among them international names such as Ester Expósito, Paris Jackson, Lila Moss, Becky G, and Nicki Nicole. Their presence amplified the spectacle beyond the fashion industry, signaling Desigual’s ambition to play on a global stage.
Desigual Studio collection, photo via Desigual official website
Visually, Studio spoke a different language while remaining unmistakably Desigual. The brand’s iconic codes, hearts, graphic symbols, fragmented compositions, were still there, but treated with new precision and polish. Silks, worked leathers, and reinterpreted denim appeared in carefully tailored silhouettes, conveying an urban elegance that expands the Desigual universe. The result was a collection that preserves the playful energy of the brand while aligning it with the sophistication demanded by today’s cosmopolitan audience.
Yet the most memorable moment came at the finale. Model Aydan Nix stepped onto the runway in a white dress embroidered with the single word “Why?”. A minimal gesture in form, but monumental in meaning. The runway instantly became a platform for political and cultural reflection, a reminder that fashion can disrupt, provoke, and demand answers.
Desigual Studio collection, photo via Desigual official website
For ÉTER Magazine, this moment encapsulates Desigual’s current ambition: not only to elevate its craftsmanship and design, but also to stake its claim within the cultural conversation. The brand, once known for its exuberant colors and playful disorder, now pursues a more sophisticated territory, acknowledging that in 2025, fashion is not only about what we wear, but about what we communicate.
With Studio, Desigual opens a new chapter, one that seeks to balance two poles: the accessibility of its DNA and the aspirations of a premium product. If the collection can sustain this creative tension without losing authenticity, Desigual will have forged a formula capable of seducing both the global market and a new generation of consumers, those who demand design, awareness, and narrative in every garment.
Desigual Studio collection, photo via Desigual official website