A New Denim Era at Diesel Launching S/S 12

Mega-denim brand Diesel take on New-Gen designer Heikki Salonen to jazz up their womenswear, asking themselves what kind of clothes girls really want.


S/S 12 welcomes a new era in the Diesel women’s collection history, not only with a new mainline collection design team in place headed up by London’s Fashion East and NewGen designer Heikki Salonen, but also with the introduction of the permanently re-designed denim collection which fits in line with the new Diesel woman.

With this reinvention for the company, the design team has been hard at work understanding the new Diesel woman’s attitudes, desires and needs before rethinking her wardrobe. This global re-launch of Diesel Female sees all exterior branding from logos to prints being stripped away, replacing them with the simple elegance of a monochromatic label on the interior. Gone are the mountains of superfluous fits, replaced by a tried and tested – 60,000 women to be exact – range of six definitive fits, defining a golden age of denim for the house. What’s more is that the collection is aimed at a new target group: grown-up women aged 25-35, who Diesel define as brave, sexy and playful, with a real attitude.

The collections are based on a modern day capsule female wardrobe, incorporating premium basics and key standout pieces that interchange seamlessly and work with any woman’s wardrobe. The collections going forward will be about discovering the brand rather than advertising it through over-design or being outwardly branded.

With this redefined denim, Diesel burns its public persona to the ground, only to rise from the ashes a more mature, articulate and stronger brand than ever before.

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