Desigual partners with Masha Popova to reinterpret archive_ accelerate UK growth

Desigual presents its first collaboration with London-based Ukrainian designer Masha Popova. The collection will be available at all the brand's points of sale from February 17.

Founded in Barcelona in 1984_ the Spanish brand is undergoing a transformation that encompasses its collections_ image and operating model. The aim is to reconnect with new generations of consumers and strengthen its creative positioning. Simultaneously_ it aims to consolidate its growth in strategic markets such as the UK_ where its digital channel has been registering notable progress.

In this context_ the partnership with Popova is a coherent part of the company's ongoing roadmap. The strategy is based on selective collaborations with designers who can engage with the new DNA developed by its creative teams. This brings a contemporary perspective and elevates the creative conversation.

The collection takes the Desigual archive as its starting point to update its bohemian identity. It translates its historical codes into a more defined visual language_ in line with the product and positioning evolution the brand is currently promoting.

Denim is central to the collection_ treated as a living material and manipulated by hand. This approach connects with Popova's creative universe. She is known for her research into high-fashion denim and for a design that integrates functionality_ memory and cultural references.

The launch coincides with a period of expansion for the company in the British market. In 2025_ Desigual recorded a digital growth of 16 percent in the country_ placing it among the best-performing European markets.