Inside #DieselTribute's Covent Garden Event With Nicola Formichetti

09 November 2013 by


Diesel's Covent Garden store this yesterday opened its doors to avid denim fanatics eager to see what the brand's newly appointed Artistic Director Nicola Formichetti had to offer with the #DieselTribute collection, the first under his helm. And boy was the turn out a good one! Fashion types from far and wide clustered around the store in their fab Diesel looks, cameras at the ready, examining the offerings and eagerly craning their necks to catch a glimpse of the man responsible for adorning Lady Gaga in THAT meat dress - a designer who is now single handedly revamping our denim dreams.

'It was a mixture of archive pieces, old patches and studs and old denim pieces. I patchworked all the history into one capsule collection' Formichetti told Reportedly immersing himself in thousands of pieces from previous collections, emerging with a 45-piece capsule collection of jeans, jackets, vests and shirts - all hand-crafted in denim and leather and accessorised with bottle tops and eagle iconography - the #DieselTribute collection seamlessly merges the old with the new, with this seasons must haves the likes of some phenomenally comfortable and cool looking denim joggers, slogan tees and baseball caps.

Now we knew Nicola Formichetti was a forward thinker, and a fan of technology, after all the accompanying campaign for the collection was shot entirely on iPhone with models he found on Tumblr - yes, really! But we loved seeing him take selfies with his fans. So cute! The #DieselTribute campaign doesn't just feature any old average Instagram snaps, though, as they were shot by legendary photographer Nick Knight and his team at SHOWStudio. Denim vests, quiffs and winged smoky eyes have never looked so good. We love the punk rock feel Formichetti's updating and making accessible for any and all.

The 45-piece capsule collection is in stores now, while the leather capsule will follow in February 2014. We can hardly wait to drench ourselves in it.

Check out some of our snaps from the in store event in the gallery below...


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