Spotted at the Desigual section of Åhlens City, Stockholm – an example of the infinitive versus gerund pitfall. “Stop” is a verb in English that can either be followed by an infinitive (to verb) or a gerund (verb-ing), but with a difference in meaning.
1. stop + to infinitive means to interrupt an activity in order to do something else, so the infinitive is used to express a purpose:
I stopped to have lunch.
(= I was working or walking, and I interrupted what I was doing in order to eat.)
2. stop + gerund means to finish an action in progress:
I stopped working for them because they did not recognize my genius.
(= I was working for them for awhile but then decided not to since my brilliance was going to waste.)
So Desigual is telling its potential customers here to never stop doing what they are doing in order to dream. Keep living your banal, daily lives everyone, and don’t let dreaming (about our clothes, for example) distract you. I suspect this was not what they were going for.
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