Desigual advances premiumisation strategy_ partners with Egonlab for collection
Madrid – Desigual has just announced the upcoming launch of a capsule collection_ co-developed with the Parisian house Egonlab_ founded by creative duo Florentin Glémarec and Kévin Nompeix. This collaborative project is part of the brand's ongoing 'premiumisation' strategy. This strategy has already led the Thomas Meyer-owned brand to launch its own independent premium fashion line_ Desigual Studio.
Internally_ and as a cornerstone of this entire strategy_ this past September saw the official presentation in Barcelona of the first collection from Desigual's new 'Studio' line. Alongside this decisive commitment to 'premiumisation'_ the Barcelona-based company is simultaneously implementing a parallel strategy. This roadmap works towards the same goal from a complementary perspective_ aiming to build value around the Desigual brand. This_ in turn_ helps to solidify the foundations of its premiumisation and the very purpose of the exclusive Desigual Studio line. To this end_ the brand's management has made it clear that they are seeking to align their voice with the new_ emerging_ and avant-garde creatives who are reshaping the fashion ecosystem.
As a result of this specific action plan_ throughout 2025 the Barcelona-based fashion brand has launched several collaborative collections. These include partnerships with New York-based brands Collina Strada and Tyler McGillivray_ as well as with the Dutch label Botter. These projects have allowed it to raise its profile in strategic markets such as the US and Central Europe. Now_ this first collaborative capsule with the Parisian house Egonlab will be added to the list. With this collection_ as with previous ones_ Desigual will aim to continue raising its brand profile globally. It also seeks to deepen its connections with a much more local audience_ in this case_ the French market. France is a country they readily identify as “one of the most relevant markets for the company in terms of turnover”. This position has likely paved the way for this initiative_ which sees Desigual build upon the collaborative capsule launched in 2022 with fellow French brand Maitrepierre.
“Collaborating with Egonlab reflects Desigual's commitment to continuing to work with international talents whose vision connects with the new generations_” explains Fernanda Blasco_ product director at Desigual_ in a statement provided by the fashion brand. This stance of supporting new emerging voices in the industry also allows Desigual to_ Blasco adds_ “reinforce the brand's evolution towards a more _premium_ and contemporary positioning”.
Presentation in Paris on November 5
The collection_ of which Desigual has so far only released a single photograph_ will be launched on November 6_ 2025. It is scheduled to go on sale following an “exclusive” presentation event on the eve of the launch_ November 5. The event will take place at the Desigual store at 3 Rue de Rosiers in Paris. No further details about the event have been confirmed beyond these general outlines. However_ Desigual has indicated that it will serve to reaffirm the importance of Paris_ both as a fashion capital and as a gateway for Desigual into the strategic French market.
“The Desigual x Egonlab collaboration_” notes the Barcelona-based fashion brand_ “represents a new step in the Spanish brand's international strategy_ reinforcing its positioning in France and consolidating its commitment to collaborations with leading creative talent.” It is highlighted that “since its creation in 2019_ Egonlab has stood out for its strong identity_ a _bold_ aesthetic_ and a unique ability to merge the classic with the disruptive_” and “the masculine and the feminine_ tradition and modernity_ the urban and the artisanal.”
“Its creative coherence_ its eco-responsible ethics_ and its impact on contemporary culture have shown that its language goes beyond fashion: it is an attitude_” Desigual emphasises. With this profile as a fashion brand_ the French house aligns perfectly with its collaboration policy. For these_ the Barcelona-based brand establishes alliances that go “beyond the aesthetic_” with the main focus on building “a cross-pollination of codes that generates something new and authentic.” “The Desigual x Egonlab collection is born from that spirit_” they add_ from “a union between two seemingly different universes_ but deeply connected by an uncompromising_ coherent_ and daring vision.”