Diesel RTW Spring 2012

Diesel RTW Spring 2012

For spring, Heikki Salonen rethought the Diesel woman and what’s essential in her closet.

Petra Nemcova

Front Row at Diesel

The front row had a high concentration of some Internet-famous faces: Rumi Neely, Bryanboy cuddled up to Yvan Rodic and Hanneli Mustaparta.

Life in the Slow Lane at Diesel

Five minutes before the Diesel show’s scheduled start, people were still being kept outside.

Diesel RTW Fall 2010

Diesel RTW Fall 2010

Diesel took a fresh approach to the punk rock look, mixing blue denim and studded black leather in jeans and jackets in their men’s and women’s wear.

Diesel Men's Spring 2010

Diesel Men’s RTW Spring 2010

For spring Diesel’s, jeans and outerwear looked smoke stained, singed and trampled, and T-shirts were printed with hazard warnings.


Diesel Sets Mega-Store in Brazil

Diesel is making it big in Brazil. The Italian denim giant opened an 18,000 square foot, four-level flagship in S?o Paulo.

SIZE MATTERS: Diesel is making it big in Brazil. On Wednesday, the Italian denim giant opened an 18,000 square foot, four-level flagship in São Paulo – its largest retail space worldwide. And the company is not stopping there. Five more units are planned in Brazil this year – in Recife, Porto Alegre, Belo Horizonte, Curitiba, and Brasilia – for a total of eight by yearend. Diesel is using the new São Paulo mega-store as a test model for the even larger retail space slated to open in the next year on Fifth Avenue in New York.


Diesel Shows Team Spirit With New Swim Line

Diesel launched its first swimwear collection by pairing bikinis with sports gear to tie in with the "collegiate varsity" theme in the sportswear collection.

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MIAMI BEACH — Diesel launched its first swimwear collection here by pairing bikinis with props like baseball helmets, boxing gloves, football pads and other sports gear to tie in with the “collegiate varsity” theme in the brand’s sportswear collection.

The show on Thursday night kicked off Mercedes-Benz FashionWeek Swim, running July 18 to 21, in tents at the Raleigh Hotel. Bucking the tent tradition, Diesel’s models, including perennial swimwear favorite May Andersen and 17-year-old singer Teyana Taylor, in her modeling debut, walked over water — a runway constructed over the length of the pool.

“Diesel never does anything like anybody else,” said Steve Birkhold, chief executive officer of Diesel USA Inc. “Why would this show be any different?”

The swim collection, with 120 women’s pieces, as well as men’s and children’s, expands on a limited, but successful 2006 launch of a few items in Diesel’s worldwide stores, and in a limited number of retailers, such as Saks Fifth Avenue, Birkhold said. Women’s swimwear retails for $65 to $130, with black-and-white graphic prints, plaids and athletic-inspired looks, mostly bikinis. The merchandise includes cover-ups loosely fitted off the shoulder in a sweatshirt look, as well as bottoms with belts.

“Our design team is very intuitive and creative,” Birkhold said. “It’s not a scientific process, with focus groups, and we don’t try to incorporate trends just because they are trends. It’s a natural extension of the brand and resonates with our DNA.”

The spring-summer 2009 line will not be sold at the Miami show. It will be shown in New York in August and will be available for December deliveries.

About 800 people attended the launch of the collection. The crowd was hip and mostly young, decked out in micromini dresses and boots or teetering in gladiator stiletto sandals in the sand at the postshow party around the Raleigh pool.

With little dancing, the main postshow activities were smoking, and drinking games; photographers almost outnumbered revelers.

Diesel founder and ceo Renzo Rosso, who had described Miami as “one of his favorite cities in the world, and one of the brightest places in the heart of Diesel,” canceled his trip here because of unspecified last-minute conflicts.

Diesel has two stores in Miami, with a third opening on Lincoln Road next spring. The company has 40 U.S. stores and plans call for 30 new doors over the next three years.

“Our retail comps are up 20 percent year-to-date,” Birkhold said, putting a positive spin on the troubled economy. “When consumer wallets are tight, they respond to brands that represent a unique lifestyle.”

The swim shows here, illustrating the cross pollination between fashion and swimwear, include sportswear and ready-to-wear lines that have launched swimwear collections as brand extensions, including Custo Barcelona, Tommy Bahama, Ed Hardy and Tibi.�

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