Italian fashion brand Diesel is to stage an event at Pitti Immagine Uomo in Florence for the first time this summer, although it is adamant the appearance does not mark the start of a trade show strategy.
The brand, which has not exhibited at a trade show for more than five years, will not take a stand at Pitti, but will instead stage a runway presentation of its spring 08 womenswear and menswear range.
The move is part of Diesel's ongoing strategy to become a premium fashion brand. Following predecessors such as Maison Martin Margiela, Diesel will appear at Pitti Uomo as guest of honour, according to organisers.
The brand will be present for the duration of the show in a dedicated area in an external venue.
Diesel UK country manager Riccardo Bellini said that the brand would stage similar events at other trade shows if the fit was right.
"We would do Bread & Butter if a similar opportunity arose in the future," explained Bellini. "We do not see this as a trade show appearance - we have been invited by Pitti Uomo and it is a great opportunity to do something new."
The brand counts shows in Japan and at New York Fashion Week as the only international showcases of its collection.
Pitti Immagine president Gaetano Marzotto added: "We have been working on this project with Diesel president Renzo Rosso for at least a year and a half and we are incredibly excited to host the event."