Diesel’s new artistic director and former Lady Gaga stylist Nicola Formichetti recently unveiled the next step in his takeover of the brand with his first capsule collection.
While autumn 14 will mark his first full range since his appointment in April this year, for his Tribute collection Formichetti dug into the DNA of the denim and leather-focused label.
Plundering Diesel’s 35 years’ worth of archive he has created a selection of limited edition products recycled from past collections, mixed and matched and crafted by hand. Made up of both men’s and women’s product including denim, accessories and underwear, it will be sold in 165 Diesel store’s worldwide, as well as a handful of wholesale accounts.
As always with internet-savvy Formichetti, the social media buzz and related campaign were just as important. Collaborating with photographer Nick Knight, the duo shot adverts and imagery entirely on iPhones, using filters from photo and video apps to edit.
Although not giving too much away about his future plans for the brand, Formichetti certainly knows how to create hype, with parties launching the range around the globe and a flurry of Twitter interest. It will be interesting to see the direction in which Diesel moves and whether it’s new look will keep customers happy once the buzz dies down. Although with Andreas Melbostad now taking the reigns of the brand’s more premium Diesel Black Gold line, it promises to be an interesting time. Watch this space.