In a social climate where brands are facing increasing pressure from Gen Z to be bold and brave about politics, Desigual has proved itself to be not like the others. It's clear on exactly where it stands: the human side of marketing.
Desigual partnered with 22-year-old model and influencer Vivian Wilson to deliver a campaign far beyond most brands' safety guidelines. But somewhere, while a marketer gasps, a Gen Z makes a Desigual purchase.
In this edition of SoFire's Hot Campaigns, I'll be breaking down the genius behind the Desigual x Vivian Wilson campaign and why it's struck a social chord with consumers - especially Gen Z.
