Sep 24, 2018 | By Lourdes Linares
Get more Denim insights as a WGSN subscriber
SHOWstudio teams with Diesel and Nicola Formichetti on the campaign for #DIESELTRIBUTE, Formichetti’s first collection since joining the brand and a handmade homage to the archives of Diesel’s 35 year history.
Over the past month, it has been impossible to avoid Diesel’s presence on the Internet and social media as the Italian denim giant initiates its brand re-imagining: #DIESELREBOOT. The debut campaign #DieselTribute, lead by newly appointed artistic director Nicola Formichetti, has exploded over the Internet with blogs and editorials snapping at the heels of Formichetti’s inaugural offering. While the first looks were released on the NY Times and Vogue earlier this month, today sees the official launch Italian denim giants much anticipated capsule collection.
While the full impact of Formichetti’s new role won’t be felt until March, the launch of the Tribute capsule has certainly caused a stir in the industry. Much like his slew of successful collaborations with Lady Gaga and successful turnaround of Mugler (where he worked as creative director before joining Diesel) Formichetti has utilized his unrivaled resources to help execute this pioneering venture. The campaign was shot by Nick Knight (SHOWstudio) entirely on an iPhone using apps such as Glitché, MegaPhoto and Instagram and shared via the label’s social media channels. “I wanted to do something just for the digital community,” Mr. Formichetti said in an interview with the NY Times. “The clothes are very handmade, so I wanted something that was the opposite for presenting them.”
Much of the cast of the shoot were drawn upon Formichetti’s personal commitment to utilizing Tumblr as a creative discovery tool. Included in the campaign are cross dressing hip-hop star Mykki Blanco and Harajuku’s icon Hirari Ikeda as well as other quirky individuals that were discovered via social media outlets.
The 45-piece collection will roll out in two distinct ranges across the themes of denim and leather with each garment assembled entirely by hand with piece-by-piece construction in Italy. Items range from jackets to shirts, vests to jeans. Highlights include Western-inspired shirts with labor intensive “worn-in” effects, trucker vest taken over with vintage patch working, and a selection of new styles that use the breakthrough Jogg Jeans fabric innovation, designed directly by Nicola. A number of specially made, one-off collector’s items from the shoot are now available exclusively from SHOWstudio Shop.
The capsule collection will debut in stores and online on November 4th with a special meet-and-greet session with Formichetti at Diesel’s store in 135 Spring Street, SoHo, New York November 5th, from 6:30-9 p.m. (RSVP required) and also in London at the Covent Garden store on November 8th, from 6-8 p.m.
Take a walk over to the SHOWstudio Diesel Tribute page where you can watch a full length (over 4 hours) behind-the-scenes film of the shoot with Nick and Nicola. Also take a look below at Hypebeast’s short interview with Nicola Formichetti at the Diesel HQ where he talks more about the collection and how he connected with the brand.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.