The collection is the result of continued transversal innovation, according to Thomas Meyer, the Swiss boss and founder of the Spanish fashion brand. “By creating garments and accessories on demand, we can experiment with reducing inventory and test new ways to reach customers,” he said.

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The pieces are devised by Desigual’s creative team and artificial intelligence (AI) tools. This project builds on the label’s Awesome Lab program, an open innovation program through which the label works with startups on technological innovations and carries out proofs of concept.

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Fashionistas interested in the garments and accessories can purchase the line only through the company’s website. The estimated time between ordering and receipt is around 90 days. Customers will receive information on the production process before their item is shipped.

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The initiative is being announced in the media as ‘anti-fast fashion’, as on-demand production has rarely been adopted by large-scale global brands so far. “We are responding to industry trends in a manner that is more consistent with our values,” said Meyer.


Sources: https://ecommercenews.eu/desigual-pioneers-with-online-only-on-demand-collection/
Spanish fashion brand Desigual is introducing its first on-demand collection, which can only be ordered online. The garments and accessories are available in Spain, Germany, France, and Italy, with plans to extend the program to more markets in the future.