Nicola Formichetti showed the world the plans he has for the Diesel brand, a year after taking over as artistic director, in his first full collection showcased last night in Venice.
The British designer and former stylist to Lady Gaga viewed his designs as a reflection of the brand’s heritage looking back to the Nineties in London and going back to the roots of the brand.
"Nineties, London, the craziest stores in Covent Garden — I would just go to the store and see all the crazy people working there — the actors, the DJs, I just think I get really inspired by people, cool people, and I just like to mimic them."
This certainly came through in the 100 looks that were sent down the runway to the soundtrack of Brooke Candy performing. There was a real focus on the sense of tribes as the models took over the stage adorned in balaclava masks and wild electric blue mohawks. The theatrical show was split into three groups highlighting the key elements of the Diesel brand: military, denim and leather.
Rather than making any directional moves, it is refreshing to see Formichetti immerse himself into the identity of the brand and create a strong foundation upon which to build upon in the future.
Clearly, this creative decision has been popular as Diesel founder Renzo Rosso told WWD, "This is not just a runway show; this is what we want to be in the next 10 years, we want to be the contemporary alternative to the world of luxury — no more frivolous things. We want to deliver a very precise image."