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# Desigual apologises for ad mocking Barcelona life
- URL: https://barna.news/desigual-apologises-for-ad-mocking/
- Published: 2026-09-08T11:38:28.000Z
- Updated: 2026-09-08T12:00:10.000Z
- Description: Barcelona fashion brand Desigual faces backlash over satirical ad depicting pickpockets, high prices and anti-tourist sentiment.
- Author: Brandon Watea
- Tags: Economy & Finance, Trending Now

## Ad sparks public fury

Barcelona-based fashion brand Desigual has apologised after releasing a satirical advertisement that mocked daily life in the Catalan capital, prompting widespread anger from residents. The 30-second video, published last week to promote a collaboration with Berlin label Ottolinger, features American model and influencer Delilah Belle Hamlin lying on the roof of a moving taxi in central Barcelona, commenting on traffic, pigeons being walked on leashes, and locals speaking Catalan. In one scene, she pays €9.50 for an iced coffee at a terrace café. As she walks under the historic Carrer del Bisbe archway, a man attempts to snatch her bag while she smiles and says, 'Everyone wants your bag.' A local passerby then tells her in Catalan to move out of the way. The ad ends with Hamlin declaring Barcelona 'the most stylish city,' despite the chaotic scenes.

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## Public reaction and apology

The video drew nearly 300,000 views on Instagram, where the majority of comments were sharply critical. Residents accused Desigual of trivialising serious issues such as mass tourism, rising living costs, displacement of local businesses, and street crime. Many said the ad legitimised tourist incivility in a city already strained by overcrowding. One user wrote: 'We are genuinely suffering, and this is not funny at all; it is a huge mistake.' Another demanded: 'I hope you close all your businesses in the city you criticise so much.' Facing mounting pressure, Desigual issued a statement acknowledging the backlash. 'We used humour to speak, but it was not the place for irony,' a spokesperson said. 'We are reading your messages and we understand.' The company insisted it remains deeply connected to Barcelona, where it was founded over 40 years ago, and expressed respect for the city and its people. However, it has refused to remove the video despite calls to do so.

> We used humour to speak, but it was not the place for irony.

## Satire or insensitivity?

While Desigual described the campaign as a satirical take on gentrification and touristification, many viewers saw it as tone-deaf and offensive. Critics argued that making light of pickpocketing and anti-local sentiment trivialised real hardships faced by residents. The controversy has reignited debate over how brands engage with urban challenges, particularly in cities like Barcelona where tourism pressures have led to long-standing tensions. Business owners, residents, and commentators have called for greater sensitivity from companies based in the city, especially those with deep local roots like Desigual.

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*Reported by theolivepress.es, en.lacotorra.io, eldiario.es, abc.es, elnacional.cat, marca.com, Olive Press News Spain.*