Desigual pioneers with online-only on-demand collection

The Spanish fashion brand Desigual is introducing its first on-demand collection. The garments can only be ordered online, starting with the Spanish domestic market, Germany, France, and Italy. The items will only be produced after they are ordered.

“By creating garments and accessories on demand, we can experiment with reducing inventory and test new ways to reach customers,” said Thomas Meyer. He states that Desigual’s on-demand collection is the result of continued transversal innovation.

Artificial Intelligence

According to the Swiss boss and founder of the Spanish fashion brand, Desigual responds to industry trends in a manner that is more consistent with its values. On-demand production has rarely been adopted by large-scale global brands so far. The initiative is therefore being announced in the media as ‘anti-fast fashion‘.

Designers created items with AI tools.

There is another unique touch to Desigual’s new collection: the pieces are devised by its creative team and artificial intelligence (AI). Designers created the garments and accessories using AI tools. The project further builds on Desigual’s Awesome Lab program, an open innovation program through which the label works with startups on technological innovations and carries out proofs of concept.

Online only

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

The estimated time for production and delivery is 90 days.

The special collection is currently available in Spain, Germany, France, and Italy. Desigual noted that it already planned to extend the program to more markets in the future.



Arjan van Oosterhout has been contributing to Ecommerce News Europe since the spring of 2023. He writes news articles for the website on a freelance basis.

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