A Revolutionary 2010 for Diesel

The New Year begins with many changes at Diesel, starting with the announcement of the appointment of a new artistic director for the Diesel line.

Bruno Collin, French publisher and founder of trend magazine WAD, will be responsible for creating and mixing a team of internal and external creatives to ensure that Diesel continues to be one of the world’s most innovative brands as it enters a new decade. Bruno is also a former editor-in-chief of Sportswear International France, in addition to contributing for many leading fashion magazines. He’s also a product fanatic, curator of books, a communications expert and a familiar figure on the Paris nightlife scene.

“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, 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.”

Bruno Collin comments: “Diesel is one of the few brands I have looked at, almost obsessively, throughout my entire career. A strong brand, both from a communication and from a product point of view,  that always sets the pace for the market. My role here will be primarily that of an alchemist, of an orchestra director. The energy this brand exudes only needs new channels of inspiration and expression.”

Meanwhile, we are just a few days away from Diesel’s arrival at Bread & Butter in Berlin, where the brand will showcase all its Diesel lines 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 multi-brand environments worldwide.

Plus, the new Diesel brand communication for 2010, “Be Stupid”, is on the launch pad. It will kick off in Berlin and explode across the world from February on with activities of traditional and alternative media, in-store actions and guerrilla stunts that will bring the campaign’s (and the brand’s) manifesto and philosophy to life. Being stupid is being brave. More than a traditional advertising campaign, Be Stupid is a celebration of Diesel’s values and spirit. Stay tuned for more...

Last but not least, as far as the higher end line Diesel Black Gold is concerned, it will be clearly separated creatively from Diesel and the upcoming New York fashion show (scheduled for February 16th) will see the presentation of the first women’s collection designed by Greek designer Sophia Kokosalaki.

There’s no rest for the brave!