Desigual

Feb 2024

The Desigual Earth Collection campaign captures a raw, urban energy that perfectly synthesizes contemporary designer fashion with a stripped-back streetwear sensibility. Through the lens of photographer Josep Moré and under the sharp art direction of Lu Mata, the project leans into a minimalist aesthetic defined by high-contrast imagery and the strategic use of hard light. The visuals rely on an editorial layout that utilizes layered collage techniques and sophisticated typography to create a sense of movement, mirroring the collection's organic, graphic-heavy motifs. Stylist Marta Masià curates a look that feels both effortless and intentionally constructed, pairing sheer textures and loose silhouettes against the brutalist backdrop of corrugated metal and asphalt. The inclusion of subtle hair and makeup choices by Carol Guzman complements the cinematic, natural light quality of the outdoor photography, emphasizing the model’s expressive presence. By juxtaposing color portraits with black-and-white inset photography, the campaign breaks away from traditional high street fashion tropes, opting instead for a data visualization-inspired presentation that feels modern and tactile. This project effectively channels the spirit of the street while maintaining the clean, polished finish expected of premium editorial design, creating a visual language that is as much about the environment as it is about the apparel itself.

Editorial, Lifestyle, Horizontal, Layered

Natural light, Hard Light, Collage, Typography

Designer Fashion, Streetwear, Fashion, High Street Fashion