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Diesel sets up new business division for Black Gold

Italian denim brand Diesel has set up a new division for premium label Diesel Black Gold to lead the development of the business.

Diesel has appointed long standing Diesel executive and former Bain & Co consultant Andrea Baldo to lead the new division and a dedicated team of Black Gold employees - which will include new sales and research and development teams.

The move to set up the new division follows the 2009 appointment of designer Sophia Kokosalaki to overhaul the premium womenswear collection.

The brand subsequently pulled out of New York Fashion Week to redefine its handrighting and returned to the schedual this season.

Diesel Black Gold will also launch a department store shop-in-shop strategy as well as Diesel Black Gold areas in standalone stores receiving an overhaul.

“We believe that Diesel Black Gold has in its DNA all the elements of authenticity and the right attitude to effectively connect with the next generation of customers: the millennials”, said Diesel founder Renzo Rosso. “The new strong and dedicated team will make it happen”.

 

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