Diesel, one of the most forward-thinking Italian denim brands, has launched SS ‘22 show collection with a new vision and a new logo – THE BIG D, a realisation of the role they want to play. The sunshine strategy becomes the reality!
The brand is shifting gears and moving towards being an alternative to luxe denim brands. Commemorating this key milestone, the brand wishes to revisit its core, i.e., high-quality clothing, functionality and timeless pieces while keeping individual style above seasonal trends.
This collection reflects a bold and deeply considered hybridising of Diesel’s trailblazing history and Martens’ high-concept approach to fashion design. The result firmly carves out the next chapter in Diesel’s evolution – balancing popular appeal, clever design and, most of all, an uncompromising vision.
SS ‘22 collection rightly sets the design language focused on emphasising the Diesel DNA in a modern way: the D logo will now be seen across all categories as the new branding of Diesel.
Glenn Martens, Creative Director of the brand, says “The power of Diesel is that we talk to so many people. We can push sustainability and innovation, and we can push experimentation and concept. It’s pure Diesel – you need to put it on in two seconds and live your life. For successful living!”
With this endeavour, the brand aims to enhance its perception as the premium lifestyle denim brand and position itself as a top-of-the-mind recall for the ‘Gang of Four’. “Diesel is denim since 1978, and will continue to be; however, we also want to position ourselves as the premium lifestyle denim brand, alternative to luxe. We are moving towards a responsible collection while continuously experimenting with and innovating our design language and increasing our category mixes. The goal is no longer to sell products but to deliver value,” says Manu Sharma, Group VP, Reliance Brands Limited.
In India, Diesel has a close association with Reliance Brands Limited.
