Diesel has hired Nicola Formichetti as artistic director, following the departure this week of chief executive Daniela Riccardi.
Formichetti’s first season will be autumn 13, with the brand promising much from the “multifaceted, volatile, OTT stylist, designer and social media star”.
Renzo Rosso, founder of Diesel, said: ““I finally met somebody as crazy as I am. Nicola shares my vision and I find it incredibly inspiring to work with him: two creative planets are colliding to generate fresh, mad, insane ideas. With his help, I want to break more rules and bring the real Diesel to a new generation.”
Formichetti said his first project would see him “reboot, hit refresh” on the brand’s style, looking to collaborate with “an emerging global creative community” via Tumblr. The brand is encouraging people to get involved via its own page dieselreboot.tumblr.com.
“We’re ripping apart everything to re-build something bigger. I want to get the creative young people around the world to be part of the process,” said Formichetti.