DIESEL | The Latest Project Revitalized by Nicola Formichetti

DIESEL

Nicola Formichetti Revitalizes DIESEL's Latest Project

Nicola Formichetti was appointed Artistic Director of DIESEL for the Fall/Winter 2013 season. Formerly Lady Gaga's stylist, he is also known for creating the infamous meat dress. His career has spanned various roles, including fashion designer and director for popular brands, and the launch of his character label, "NICOPANDA." Here, he discusses the "#DIESELTRIBUTE COLLECTION," part of his "#DIESELREBOOT" initiative.

Text by TOMIYAMA Eizaburo

“I Want to Create an Entirely New DIESEL Community”

—What led to your appointment as Artistic Director of DIESEL?

It all began when Renzo (DIESEL's founder and president) approached me.

—What was your initial reaction upon hearing his offer?

It's no exaggeration to say it was a dream come true. I was genuinely thrilled, and I still feel that same excitement. Being able to pour my accumulated experience and knowledge into such a significant project is truly exhilarating.

—What was your perception of DIESEL before this?

I have a strong memory of the brand from the 1990s, when I moved to London. Back then, DIESEL was undeniably cooler than any other brand.

—When accepting Renzo's offer, was the fact that DIESEL is an Italian brand a positive factor?

Absolutely! I have Italian blood, and I love pasta, after all (laughs).

—What concept did you envision for the world of "#DIESELREBOOT"?

I wanted to leverage social media to create a completely new "DIESEL community," almost like a "DIESEL ARMY."

—What was the concept and perspective behind selecting the 18 individuals for the Fall/Winter 2013 advertising campaign?

The people I cast all possess exciting individuality, enabling them to pursue what they believe in.

—Kiko Mizuhara was among them. What do you find compelling about her?

Her entire way of life is remarkable. She's not only dedicated to her work but also genuinely enjoys life itself.

The "#DIESELTRIBUTE COLLECTION" is
My Homage to the Brand's History

—This "#DIESELTRIBUTE COLLECTION" features a lot of denim. What were your thoughts while designing it?

I've distilled my homage to DIESEL's 35-year history into this collection.

—Who do you envision wearing the "#DIESELTRIBUTE COLLECTION"?

I'd like people with unique perspectives and ways of life to wear it.

—How do you perceive the current Japanese fashion scene?
Japanese people love fashion more than anyone else in the world, and I'm proud of that. However, I sometimes feel that fashion requires taking risks to be truly enjoyed.

MEN'S

WOMEN'S

—You likely receive many offers for projects outside of DIESEL. Do you have a particular stance or criteria when considering new endeavors?

It's about staying true and honest to myself. For any project, my approach is to "enjoy" the process. That's crucial.

—Finally, a message for your fans who are following "#DIESELREBOOT."

I am deeply grateful for all your support. To repay that kindness, I am giving my absolute best every single day. We will be rebooting everything, so please look forward to it! xx

Nicola Formichetti
Born in 1977, Nicola Formichetti was born in Numazu City, Shizuoka Prefecture, to an Italian father and a Japanese mother. After working as an editor for fashion magazines, he gained international recognition as a fashion director for various brands. In April 2013, he was appointed Artistic Director of DIESEL.

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