Be stupid and brave with Diesel

Fashion brand Diesel is starting the new year all fresh with the appointment of its new artistic director. French publisher and founder of trend magazine WAD, Bruno Collin will be responsible for the art direction of the Diesel line. Also a former editor in chief France of Sportswear International, a communication expert and a familiar figure on the Paris nightlife scene, Bruno is appointed to ensure that Diesel continues to be one of the world’s most innovative brands.

“More than ever, I want Diesel to express its DNA in the most up-to-date and innovative ways,” says Renzo Rosso, President and founder. “The world of fashion has radically changed therefore also the creative process has to follow. I believe in the idea of combining a wide variety of different creative talents: stylists, designers, photographers, graphic designers, and artists. This is only the beginning of a revolution that will transform the creative team and the brand’s design process. I’ve been following Bruno for a long time and I believe his work, his ideas, his know-how and taste are a perfect fit for Diesel. Innovative brands should be managed like magazines – a strong, unique identity with constant external input and collaborations that suit the project at hand.”

For 2010, the new Diesel brand communication ‘Be Stupid’ will launch. It will start in Berlin and travel across the world from February onwards with activities of traditional and alternative media, in-store actions and guerrilla stunts bringing the campaign’s manifesto and philosophy to life. With ‘Being stupid’ Diesel communicates more than a traditional advertising campaign, and wants to celebrate Diesel’s brave and edgy spirit.

Diesel will showcase all its lines at Bread & Butter in Berlin with a show and event on the night of January 20th. The booth at the fair will also premiere the new shop-in-shop concept that will progressively change the face at retail of Diesel in key department stores and multibrand environments worldwide. Creatively, Diesel will separate its higher end line Diesel Black Gold, and during New York Fashion Week, the brand will present its first women’s collection designed by Greek designer Sophia Kokosalaki.

Image: Diesel