Diesel name Nicola Formichetti artistic director

Less than 48 hours after announcing his departure from Mulger, Nicola Formichetti has been confirmed as the new artistic director at Diesel, as the Italian fashion brand’s founder Renzo Rosso attempts to transform the label for a “new generation”.

In his new role, Formichetti will oversee all creative activities of the Diesel mainline, including all areas of product communication and interior design, plus Lady Gaga’s stylist will also “bring his own interpretation to the Diesel way of living”, which according to the press statement will be “unpredictable, original and fun”.

“I finally met somebody as crazy as I am,” said Rosso. “Nicola shares my vision and I find it incredibly inspiring to work with him: two creative planets are colliding to generate fresh, mad, insane ideas.

“With his help, I want to break more rules and bring the real Diesel to a new generation.”

Nicola Formichetti to revive Diesel for a new generation

His first project as artistic director of the Italian fashion brand will be the ‘DieselReboot’, where he plans to mobilise an emerging global creative community to collaborate with him on an “unruly, uncivilised, all-access zone of Tumblr”.

The new site www.dieselreboot.tumblr.com, has already gone live and features an e-mail from Formichetti to the world stating that he wants to “rediscover and reactive the DNA of Diesel” and that he is looking for “creativity to resurrect it”, while calling out to his fans to “come out from the underground – join us”.

Commenting on his appointment, Formichetti, said: “I remembered that Diesel and I are all about the same things. No rules! It’s about being empowered, it’s about being free. It’s a positive revolution.

“We’re going to Reboot! Hit refresh. That’s our first project: we’re ripping apart everything to re-build something bigger. I want to get the creative young people around the world to be part of the process.”

Formichetti's vision for Diesel might not be showcase until the Autumn/Winter 2014 collection, but his marketing plans for the brand will be launched as early as September when the label's new season ad campaign are unveiled.