NEW YORK — Nobody can accuse Diesel of taking itself too seriously.
The $660 million company, which is celebrating its 25th year in business this year, called a rare press conference Wednesday to reveal results of market research and to unveil its plans for 2003 advertising. The new ads are based on fake research done by the company which, in the end, proved a point that conducting research on the Generation Y consumer is somewhat impossible, since their interests change so consistently.
Instead of conducting this research, Tony DiMasso, chief operating officer of Diesel, said, "Go with your gut feeling and offer only the best products your company can."
In a one-hour presentation, a faux Dr. William Frost of the nonexistent Erie, Pa.-based Independent Research Center detailed these fake research tactics, saying that the company placed microchips into 1,000 Diesel products in order to track the lifestyles of the wearers of the jeans, shoes, handbags and eyewear. The outcome: useless knowledge. For example, "The three most common stains found on Diesel clothing," and "Psycho-graphical analysis of ways in which Diesel individuals put their hands in their pockets."
While some attendees took notes and others laughed at these results, what wasn’t revealed until the close of the conference was that what was being shown was the print ad campaign for spring 2003. Diesel plans to advertise in such magazines as V, Vogue, Jane, Teen Vogue, Stuff, Interview and Paper. Also revealed was the company’s first TV and movie theater ad campaigns since 1999, which will begin running in April or May and will air on television networks worldwide.
Last year, Diesel reportedly spent $30 million on its spring advertising, and the firm said the budget this year is 20 percent higher.
The invitation for the press conference recommended that attendees wear a tie, which the executives were sure to do —anything to fool the press and make themselves look serious.
"As you can see, it’s very hard for us to be serious even when we wear suits," DiMasso said.
"The last time I dressed like this was in 1988 and it was for my wedding," added Maurizio Marchiori, vice president of marketing.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast