Desigual Clothing Brand Reflects Barcelona's Sunny Spirit
“Our runway models are dancing and they’re not serious like they’re at a funeral, as are many models from other fashion brands”, said Borja Castresana, director of global marketing and communications at Desigual, a casual clothing line from Spain. His comment cut to the core of the brand’s positioning statement, “La vida es chula”, translated as “Life is cool.”
Castresana spoke during a Museum at FIT/Fashion Institute of Technology panel on Tuesday about Desigual and how the brand serves as an emblem for Barcelona where it’s based.
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