UNDER COVER: Desigual, the Barcelona-based fashion chain, has a funny way of celebrating new stores — an undie party. Today, the first 100 people arriving at Desigual’s new Third Street Promenade store in Santa Monica, Calif. wearing just their underwear can nab a free two-piece Desigual outfit, a top and a bottom that could exceed $1,000 depending on which items they grab during the one-hour spree.
Those in underwear not making the first 100 get a 50 percent discount on same-day purchases. Similar undie parties (restricted to those at least 18 years old) have been at held at the New York and Barcelona stores, and more are likely given Desigual’s expansion. Desigual arrived in the U.S. in 2009, with a store in SoHo, followed by two others in Manhattan. Locations were added in Los Angeles, Las Vegas, Miami and San Francisco, and, this fall, units will open in the Mall of America in Minneapolis and North Park Center in Dallas. To sustain the momentum, Desigual’s Christian Lacroix collection arrived at the U.S. stores this week, and another collaborative collection, with Cirque du Soleil, was recently unveiled at MAGIC in Las Vegas.
This story first appeared in the August 30, 2011 issue of WWD. Subscribe Today.