Desigual's first-ever brand ambassador is Adriana Lima

By

Bruno Joly

Published
Apr 17, 2014

Desigual is turning thirty and intends to mark the occasion. For the next two seasons, the Spanish brand, founded in 1984 by Thomas Meyer from Switzerland, will be represented by Brazilian supermodel Adriana Lima. She has been named the "ambassador of la vida es Chula," Desigual's "life is cool" motto.

Adriana Lima had already walked the runway for the brand during the last fashion week in Barcelona. Desigual is known for its colorful, offbeat style and is just about to surpass 1 billion euros in sales. Good cause to hire a world famous brand ambassador. Desigual marketing director Borja Castresana said that the top model "reflects our values and represents Desigual women who are confident, optimistic and full of life."

The campaign will launch April 20 with television commercials to be run in Spain, France, Germany, Italy, Austria and Belgium. The 32-year-old supermodel got her start as one of the Victoria's Secret "angels." She has served as Maybelline's brand ambassador for years and has also modeled for a number of luxury fashion houses such as Louis Vuitton, Christian Dior and Valentino.