Desigual arrives in Milan (with Ester Expósito)

Spring in Milan is in full bloom, and so is Desigual, which arrives in the Lombard capital to unveil its new campaign with an immersive experiential pop-up open from May 9th to 11th at Via Cino del Duca 2. Hosting the occasion is actress Ester Expósito, whom we had previously met in Madrid for the launch of "Not a doll" and were happy to see again at the opening event, where she had the honor of cutting the ribbon and officially opening the store in the heart of Milan, in the vibrant San Babila area, just steps from the Duomo and the Fashion Quadrilateral.

Who we met at the Milan Desigual pop-up launch

The opening turned into a real party where we met Valentina Ferragni, Valeria Angione, Alessia Morelli, Havana Plevani, Rachele Santoro and many other content creators who shared their thoughts on the brand and the collection. But the experience goes beyond the event and extends to anyone who wants to visit the pop-up: throughout the weekend, customers will have the chance to enjoy an exclusive experience, where every in-store purchase comes with the official campaign book, a symbolic and visual narrative curated by Ester Expósito. It’s an unmissable opportunity to get a feel for this new Desigual, cooler and more international than ever, creating bold, character-driven fashion.

"Not a Doll" and Desigual’s future (that also runs through Milan)

The message is crystal clear. Both the "Not a Doll" campaign – a manifesto of expressive freedom and against the stereotypes affecting the female universe, celebrating personal style, creativity, and joy – and the pop-up store confirm once again Desigual’s ongoing path of innovation and expansion, with 41 stores active in Italy and continued investment in the country.

The "Not a Doll" campaign, in detail

In a time when women are still judged, pressured, and forced to conform to outside standards, Desigual and Ester Expósito champion the freedom to dress for oneself with humor, authenticity, and personality. "Not a Doll" follows the actress’s everyday life in Los Angeles. After waking up in the iconic Roosevelt Hotel, Ester gets ready for an audition while reminiscing about recent days: a pool party, salsa dancing, selfies with fans, and strolls along the Hollywood Walk of Fame. A lively schedule that the Madrid-born actress handles with ease, from a place of fun, independence, and self-confidence. Directed by videomaker Waylon Bone, with photography by Clara Balzary and styling by Karolyn Pho, the campaign offers an intimate glimpse into the hidden side of fame – one that doesn't require constant approval, and leaves room for imperfection and authenticity.