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Diesel 2010 “Be Stupid” Campaign

Diesel 2010

Fashion brand Diesel is starting the new year all fresh with the appointment of its new artistic director. French publisher and founder of trend magazine WAD, Bruno Collin will be responsible for the art direction of the Diesel line. Also a former editor in chief France of Sportswear International, a communication expert and a familiar figure on the Paris nightlife scene, Bruno is appointed to ensure that Diesel continues to be one of the world’s most innovative brands.

Diesel 2010

“More than ever, I want Diesel to express its DNA in the most up-to-date and innovative ways,” says Renzo Rosso, President and founder. “The world of fashion has radically changed therefore also the creative process has to follow. I believe in the idea of combining a wide variety of different creative talents: stylists, designers, photographers, graphic designers, and artists. This is only the beginning of a revolution that will transform the creative team and the brand’s design process. I’ve been following Bruno for a long time and I believe his work, his ideas, his know-how and taste are a perfect fit for Diesel. Innovative brands should be managed like magazines – a strong, unique identity with constant external input and collaborations that suit the project at hand.”

Diesel 2010

For 2010, the new Diesel brand communication ‘Be Stupid’ will launch. It will start in Berlin and travel across the world from February onwards with activities of traditional and alternative media, in-store actions and guerrilla stunts bringing the campaign’s manifesto and philosophy to life. With ‘Being stupid’ Diesel communicates more than a traditional advertising campaign, and wants to celebrate Diesel’s brave and edgy spirit.

Diesel will showcase all its lines at Bread & Butter in Berlin with a show and event on the night of January 20th. The booth at the fair will also premiere the new shop-in-shop concept that will progressively change the face at retail of Diesel in key department stores and multibrand environments worldwide. Creatively, Diesel will separate its higher end line Diesel Black Gold, and during New York Fashion Week, the brand will present its first women’s collection designed by Greek designer Sophia Kokosalaki.

Diesel Red x Hedi Slimane

Diesel Red x Hedi Slimane“Sources said talks between representatives of Renzo Rosso of Diesel and Hedi Slimane took place as recently as this past weekend, but Slimane’s people insist no deal has been made — and may never be. Following reports Slimane may be tapped to design Diesel’s new Red Collection, one of his representatives told WWD that the former Dior Homme creative director has “no interest at all in Renzo Rosso’s group, let alone Diesel.” ” WWD

Adidas Jeans + Diesel Jeans?

Adidas Jeans + Diesel Jeans? Three stripes in denim? Adidas Originals and Diesel are the latest Co Lab Tag Team and are launching adidas Originals Denim by Diesel early next year. 2 menswear and 2 ladieswear styles will be available in four different washes exclusively at adidas Originals stores all around the world starting spring/summer 2008. Prices range from 160 Euro for the female adi-rohnary model up to 210 Euro for the male adi-viker model.

The Co Lab is a first for Diesel to team up with another lifestyle brand. Renzo Rosso President of Diesel said: “..we wanted to do it with adidas that shares with us the same fresh attitude and care for high quality and creativity” said Renzo Rosso, President of Diesel. The unconditional approach to individuality and expression shared by both brands is presented in the first Originals Denim by Diesel collection. The directional campaign is designed to celebrate authenticity and originality. The main concept behind the campaign is “83 original ways to successfully waste your time”. 83 Inspirations is a start to invite everybody to share ideas in adidas Originals stores.