The Brazilian model will embody “La Vida Es Chula” during the brand’s 30th anniversary year
NEW YORK , April 16, 2014 /PRNewswire/ — For the first time ever, Desigual is appointing a global ambassador, and is doing so in collaboration with a woman who truly embodies the free, fun and colorful spirit of the brand. Adriana Lima, one of the most sought-after models and an international sensation in the fashion world, will be the new face of Desigual and acting as its ambassador for the Spring/Summer 2014 and Fall/Winter 2014 seasons. Beginning April 20th she will appear in Desigual’s new TV ad, which launches in Europe—specifically Spain , France , Germany , Italy , Austria and Belgium .
Marketing Director, Borja Castresana commented on the announcement. “Adriana will be an excellent ‘la vida es chula’ ambassador because she reflects our values and represents Desigual women who are confident, optimistic and full of life. Our goal is to have all women in the world identify with our philosophy.”
Adriana Lima’s personality and her fun and sexy spirit are a natural fit for Desigual and its slogan “La Vida es Chula” (Life is Cool). Who could forget how the Brazilian beauty delighted the audience with her fun, impromptu dancing to batucada rhythms at the 080 Barcelona Fashion catwalk show last July? At 32 years old, she is a fashion goddess, representing some of the most prestigious brands and gracing the cover of the most popular international fashion magazines. Adriana Lima’s broad appeal and vibrant personality make her a perfect fit for this colorful brand.
Desigual is characterized by its distinctive, optimistic, and colorful designs. The brand was founded in 1984, and “La Vida es Chula” has become its slogan and interpretation of fashion and life. An enthusiastic, optimistic message, the phrase explains Desigual’s raison d’etre and is enshrined in the brand DNA. It’s a manifesto that describes how to face the world each day and is reflected in a fun, fresh and original way of dressing in clothing made with a passion. Desigual is currently present in 109 countries with over 425 retail stores, 11,000 multi-brand stores, 2,500 corner concessions in department stores and online stores in 20 countries. In 2013 the fashion brand sold over 26 million garments worldwide through its different sales channels and earlier this year, announced that it has surpassed the $1 billion mark.