Since the MAGIC tradeshow visits this city twice a year, it was only a matter of time until fashion dabbled with an unofficial Vegas trademark: creative circus geniuses Cirque du Soleil. And who better to collaborate with but the most bold and daring Spanish fashion brand, Desigual? It’s a match made in trendsetting heaven, and it’s here to stay for at least five years!
“Cirque du Soleil and Desigual have much in common,” said Senior Vice President of Marketing at Cirque du Soleil Mario D’Amico in a press release. “Desigual has chosen to be different in the clothing industry with its outstanding designs and whimsical, fashionable clothes. Cirque du Soleil has brought a similar innovative spirit to circus arts and live entertainment.”
“Desigual inspired by Cirque du Soleil” made its North American debut at MAGIC last week, and such news had to be delivered to the entire fashion industry in a big way: an invite-only champagne reception featuring Cirque du Soleil acrobats and a rotating runway revealing! Luckily, I snagged a front row seat (check out the pictures!) and a one-on-one interview with D’Amico and Manel Jadraque, Chief Operating Officer of Desigual.
CollegeFashionista: How did the collaboration start?
Mario D’Amico: The relationships started here [at MAGIC], a year ago.
Manel Jadraque: Cirque du Soleil entered our booth, and we set up to meet in Montreal. We nominated a team, along with the Senior Designer of Desigual, and we traveled several times to Montreal and sent people from Cirque several times to Barcelona.
CF: What about Cirque is in the clothes?
MJ: The idea is to be inspired by all of Cirque – not to connect exactly to one show – in three different aspects: the amazing costumes of Cirque du Soleil; another is the general emotions and faces of the artists, and the makeup.
CF: Desigual’s presence at tradeshows is always a spectacle! What’s the secret?
MJ: The exhibitions, from the beginning of our company, has always been key for us as a wholesale brand. The brother of the owner of Desigual is a specialist, and for me, the best person in the world to do this for us…this, and parties! It’s true! Oh, and we also invest a lot of money.
CF: If partnering for five years, how often will these collections be?
MJ: Here, we are presenting Spring/Summer 2012 and in fact, now we are designing Winter! It’s a five year deal, but the idea is long-term…five years for now.
CF: Has Cirque been looking to enter the realm of fashion? Why partner with Desigual?
MD: When you look at our shows and our costumes, it’s logical that someone could be inspired by what we do, but operate in the world of retail – which is not our world, we don’t know that world. Our world is very much the world of the stage. And it just worked out that we connected with a brand that is very similar to our aesthetics AND they know retail. They’re international – they have 7,000 stores around the world – we’re international, and we want to connect together where we are!
How to: A line of 60 items of clothing and accessories for men, women and children will be available online in November, and at Desigual retailers and Cirque du Soleil boutiques worldwide in December.