WTI Magazine #12    2014 Jan, 10
Author : Francesca Favotto      Translation by:

Diesel is 35 years old and to celebrate it Nicola Formichetti, the new creative director of the brand, signs the first capsule collection: two lines man - woman, one devoted to denim, the other to skin. Are you ready to discover them?

Nicola Formichetti is way ahead and this is not new: always devoted to avant-garde, just arrived at Diesel as creative director a few months ago he gave birth to the #Dieselreboot campaign to transform the Galeries Lafayette, a symbol of shopping in Paris, in an art gallery. Now it's time for #Dieseltribute, a special capsule collection created for the occasion of the 35 year history of the famous Italian brand.

After being able to have access and look at the entire archive of the brand headquarters in Breganze, in the province of Vicenza, he designed and created 45 garments for men and women entirely hand-made and focused on denim and on skin: the first set has just premiered in New York, London and Milan, the second is to be launched in February. Both lines include ready-to-wear, denim, underwear and accessories and will be available in 165 stores worldwide.

Obviously, to accompany the project, there's also an ad hoc designed advertising campaign: in collaboration with the British photographer Nick Knight and with the creative team of the new media of SHOWstudio, Nicola Formichetti has created ana dvertising entirely made with the iPhone, using photo applications, such as Glitchè, Megaphoto, Instagram or PickPlayPost. And that's not all: the campaign will be distributed to specific social media platforms, including Tumblr, Facebook and Instagram and digital content will also be made available through digital installations in selected Diesel stores.

As if to say, Formichetti strikes again: what will be his next move?