Beauty and Fashion Dubai

         In designing his first capsule collection at Diesel, Nicola Formichetti pays tribute to the DNA of the brand through elements sourced from its 35-year historical archive. A tightly edited collection comprised of garments that have been assembled entirely by hand with piece-by-piece construction in Italy; and a revolutionary campaign to bring the history alive with an unprecedented communication language.

Given access to the brand’s most inspiring, secretive and until now previously untapped resource – the unparalled Diesel archive in Breganze, Italy – Nicola reviewed thousands of Diesel legacy pieces. From this immersion comes a two-tiered capsule collection spanning Diesel’s mastery of both Denim and Leather, a collection that tips its hat in reverence to the brand’s history as well as pushing the fashion quotient further than ever before; each and every item in the entire collection is painstakenly crafted by hand in order to deliver individual pieces of fashion history.

By designing with a personal take on iconic references, Nicola resets the visual language of Diesel with customized, detailed, and original new garments.  “This collection is my homage to the DNA of Diesel,” says the newly appointed Artistic Director. “Visiting the Diesel factories in Italy was incredible.  The decision to use these found materials from the archive in a new way was immediate.  These new, limited edition and artisanal explorations of denim and leather are two very important steps into designing the future of Diesel.”

The #DIESELTRIBUTE capsule collection will roll out in two distinct ranges across the themes of denim and leather.  The total range represents a mix of men’s and women’s product, 45 pieces in total that include ready-to-wear apparel, denim, accessories and intimates. The denim #DIESELTRIBUTE capsule will launch globally November 4th 2013, and the leather #DIESELTRIBUTE capsule will follow in February 2014.

Both segments of the #DIESELTRIBUTE collection will be made available in selected Diesel stores only (roughly 165 worldwide), including Mall of the Emirates and Dubai Mall, UAE.

THE DENIM #DIESELTRIBUTE COLLECTION

Denim from Diesel’s past is brought to the atelier under Nicola’s vision of the future. With attention to detail at the forefront, the collection restores denim’s prestige and serves a statement against the fast fashion commoditization of the instantly recognizable material.  For instance, manual stud and detailed hand-stitched patch application restricts #DIESELTRIBUTE production to only three pieces completed per day, and make this range extremely special and irresistible to the fashion lover in any city.

In the collection, there are 11 pieces of apparel, 7 accessories and 4 intimate options. Items range from jackets to shirts, from vests to jeans.  Highlights include western-inspired shirts with labor intensive “worn-in” effects, t-shirts taken over with immersive digital prints, and a selection of new that use the same breakthrough fabric innovation previously only available in the Jogg Jeans range, but in a slim skinny fit, directly designed by Nicola.

The iconic fabric patches used in the denim #DIESELTRIBUTE collection have been taken from the past Diesel collections with rock inspirations and restyled purposefully for this capsule. On top of this, bespoke moto club images such as the Eagle have been created to signify a stamp of belonging to this world of Diesel iconography and serve as a visual ownership of the original, fearless Diesel spirit.

Patches are cut and laid by hand in the formation of larger, constructed shapes, and all buttons and metal accessories are treated with tumbler treatments.  Across the accessories range, custom bottle caps and studs created by Nicola anchor and unite the product offering. In an added touch, Diesel pays tribute to its Italian heritage in each garment, adding red, white and green buttons to the pieces.

DIESELTRIBUTE – THE CAMPAIGN

In creating imagery to communicate the launch and story behind his first offering, Nicola elevated the campaign to the same magnitude as the project itself. In collaboration with renowned British photographer Nick Knight and the team of new media creatives at SHOWStudio, Nicola conceived a campaign both revolutionary and conceptual in spirit.  Shot entirely on iPhone©, the campaign focuses on the glitching capabilities and filters of today’s best in class photo and video apps (such as Glitchè, Megaphoto, Instagram, PickPlayPost), and translates the languages of social media into a new visual concept which has never been used before. Including portrait and group shots of this new Diesel tribe, the detailed look at the #DIESELTRIBUTE collection becomes the most visionary take into Diesel DNA.

The campaign will be distributed across specific social sharing platforms including Tumblr, Facebook and Instagram, as well as formats that celebrate this rebellious spirit. The digital content captured in this campaign will also be made available at immersive digital installations in selected Diesel stores.