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Diesel Innovates Using Twitter For “Venice Fashion Show”

April 3rd, @Diesel – #dieselvenice

In celebration of Nicola Formichetti’s premier collection with the brand, Diesel is hosting an exclusive Fashion Show event in Venice, Italy, which will debut with a provocative digital program hosted by some of fashion’s most elite icons.

Utilizing the live reporting platform that Twitter is famous for, this digital program is an all–encompassing invitation for the world to experience Diesel unlike ever before, providing dynamic and engaging content, and an intimate, insider perspective.

Join the likes of Franca Sozzani, Anna dello Russo, Joe Zee and fashion’s most elite editors as they take over @Diesel for a series of live Q&A sessions.

Top Fashion Influencers such as Brooke Candy, Chiara Ferragni, Susie Bubble, and model Kiko Mizuhara will also “Guest Tweet” from @Diesel, granting unprecedented and intimate behind-the-scenes access to all areas of the show.

Diesel will also leverage Twitter Mirrors, which will organically capture candid moments of our guests as they enjoy the full experience of the show. A compelling content program will be implemented that invites the global community to experience FW14 fashion show from a first-person, real-time perspective.

Building on the groundbreaking #DIESELREBOOT campaign of 2013, Diesel is again innovating within the digital social space – marrying fashion and technology to create an immersive, full 360-degree social environment where the global community mingles with insiders in the heart of Venice, to experience first-hand the brand’s brave new future.

COLLECTION NUMBER 1: WELCOME TO VENICE, ITALY

“This collection is a foundational collection. We are re-looking at our iconic pieces and the themes and spirit of Diesel; looking at what we essentially are and what we stand for, and then looking at where we are going to…” – Nicola Formichetti, Artistic Director of Diesel

“This is a very special moment in the history of Diesel; 35 years of an alternative spirit, many successes and a lot of fun. Today I am enjoying the opportunity to marry the company’s heritage, my personal know-how and Nicola’s vision to create the future of the brand. With this collection and event we are setting the new starting point of where we are heading to.” Renzo Rosso, Founder of Diesel

VENICE: home of carnival, canals, masks, pleasure, leisure, the church, Casanova, the Biennale, the Venetian lion, the Rialto Bridge, the eccentric, the sophisticated and the tourist souvenir. What better place to host and inspire the first collection from Nicola Formichetti as Artistic Director of Diesel?

With today’s foundational collection and event, Diesel celebrates the first anniversary of Nicola Formichetti’s role with the brand and his working relationship with Diesel’s founder, Renzo Rosso. It is a collection that, in many ways, looks back to look forward, that has its roots in the city of Venice, but just like the city and Diesel itself, essentially has a global view.

“I was always interested in fashion from the street and Diesel is about that. I grew up with Diesel,” says Nicola Formichetti. “This collection is almost like going back to where I began as a stylist, when I first moved from Italy to London; being young, looking at global fashion from Italy, Japan and London, all places where the street was key. I wanted to have that feeling back, that Nineties feeling of a world of possibilities, that feeling when I discovered Diesel. It was fun, it was fashion and non-fashion – it was beyond fashion.”

The show and the collection are built upon three of the timeless ‘Diesel Icons’: Leather-Rock ‘n’ Roll, Denim and Military-Utility. These three pillars are intrinsic to Diesel and are a part of the foundations of the brand today. They also structure the proceedings of the event, moving from the multiplicity of black and red leather looks of the first section, to the new innovations and experiments in denim of the second, to the military meets street-style of the third section. Each encompasses a view of the past and a route to the future for Diesel. Capturing the youthful spirit of the brand and its distinct take of ‘Italiano-Americana’, as well as a nod to late nineties London nightlife, it is the global language of ‘alternative style’ that is explored in the show, both inspired by and inspiring for Diesel.

Each section is interspersed with a film by Formichetti’s long-time collaborator, the photographer and digital pioneer Nick Knight, and features professional dancers, including the choreographer and former Royal Ballet principal Ivan Putrov. There is a special live performance by another, newer Formichetti collaborator, Brooke Candy. Presenting her latest single Opulence, Miss Candy takes to the stage before the show finale.

“A big part of Diesel is about collaboration and creativity, it is one of the things I like most about it. And as Renzo says, Diesel’s not about fashion, it’s about creativity,” explains Nicola Formichetti. “For me Brooke Candy is one of the most interesting things happening in pop music and pop culture at the moment, she is part of a completely new generation that we want to support. And for me, Nick Knight is always taking risks, always pushing boundaries, always being relevant. He is the alternative spirit of Diesel personified.”

Bucuresti, 04.04.2014
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