By  on January 8, 2020

MILAN — The pace of fashion is quickening, as the industry faces the demands of new customers across geographies and age groups, armed with social media, online knowledge and social awareness, and the competition gets tougher by the day. Old rules are out the door, and so are many brand leaders, as the tenure of chief executive officers is increasingly shorter. Several Italian fashion companies kick off 2020 with new ceo’s in place, tasked with rejuvenating, fixing, or simply boosting business — and the quicker the better. Tradition is an Italian stronghold, but these executives are asked to adapt to the times and bring innovation and freshness to storied and often artisanal brands.

Massimo Piombini, who spearheaded Balmain’s rejuvenation and expansion with Olivier Rousteing, will join Diesel as its new ceo in February, as the company is in the midst of a restructuring. Founder Renzo Rosso hailed Piombini’s arrival by noting he expects the executive “to take [the brand] where it deserves to be.” Piombini reports to Ubaldo Minelli, ceo of Diesel parent company OTB.

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