Those brilliant peeps at Diesel have given their womenswear a bit of a fash-over recently, by teaming up with young London designer Heikki Salonen, who’s now heading up the design team. Whoo-hoo! Because here at Grazia Daily we’re not ones to dilly dally, we went straight to the top, and quizzed Diesel owner and founder, Renzo Rosso on the recent tweaks to the brand, and how they went about their recruiting process. He told us . . .
1. Why did you decide to re-launch the womenswear collection?
Because we wanted the Diesel Womenswear collection to be developed into becoming more distinctive. We wanted to be recognisable and attractive to a more grown-up woman, brave and sexy, who chooses us as a complement of her everyday life.It’s a new start for Diesel and for the Diesel women. This is our dedication to rewriting the story of womenswear and redefining what it means to be a woman through the eyes of a new and inspired design team.
2. Do you want to surprise people with this new aesthetic?
We wanted women to recognize that Diesel has taken the right step to create a new identity that carries on the Diesel DNA but for a new era. This isn’t just about a one-off collection; it’s about building the foundations for a whole new approach to how women dress in Diesel. It’s about creating new, but instantly iconic pieces. As for the new denim concept, Fit Your Attitude, our main goal is show how greatly these denim fit and the way women express women’s attitudes.
3. What did the new design team bring to the new venture?
A fresh attitude and the capability to investigate a woman who is always more complex in the way she lives and dresses. With this new beginning for Diesel, the design team has been hard at work understanding the new Diesel woman’s attitudes, desires and needs before rethinking her wardrobe. The collections are based on a modern day capsule female wardrobe, incorporating premium basics and key stand out pieces which work with, and interchange seamlessly to fit the style and mood of any woman, with every occasion taken into consideration.
4. What qualities were you looking for, in hiring the new design team?
Young people willing to risk, to take decisions and working passionately in a team, adding a fresh approach to design and seeing Diesel female with a new lens.
5. How do you imagine the Diesel womenswear will change and grow in the future?
Some key items like biker leather jackets, fluid dresses and denim features will continue as DNA items for Diesel throughout the collection. We will grow with our colours and ensure beautiful graphics and textures make the collection stand out and always ensure Diesel remains with its edge.
To peruse the range yourself, check out: diesel.com Or this week's Grazia, page 118!