Diva Helmy: CONSUME

Desigual’s infamous promotion strategy, Desigual Undie party, gives away free clothes to those who wait in line in their underwear. Is it worth it? Their marketing strategy includes looping look-book videos of female models in their storefronts. If we have to look at their colorful, hand-made and expensive clothes, then can we talk back? Can advertising be a two way conversation? Consume their media but don’t stay silent.