Whilst brands seem to be multiplying left, right and centre, mega-brand Diesel breaks from the pack to reassess its entire Womenswear output, seeking to redefine the way their female consumers dress in an ever changing market. A daunting task if ever there was one, but all in a day's work for the inimitable and New-Gen winning designer Heikki Salonen and a newly appointed design team. Under the new design direction, the Spring/Summer 2012 preview began with the question 'What does she really want?' and their answer comes in two parts. The first sees figure hugging black leather and denim in November and a holiday arrival of viscose dresses with accouterments of sequins and zips for attitude.
Gone are the mountains of superfluous fits, replaced by a tried and tested – 60,000 women to be exact – range of six definitive fits, defining a new age of denim for the house. All exterior branding from logos to prints have been stripped away, replaced by the simple elegance of a monochromatic label on the interior. Finished with a comprehensive accessory family, Diesel burns its public persona to the ground, only to rise from the ashes a more mature, articulate and stronger brand than ever before.
Photography Letty Schmiterlow Styling Harry Lambert Make Up Nami Yoshida using MAC Hair Kota at Balcony Jump using Bumble and Bumble Photo Assistant Danny Reed Styling Assistant Sophie Tolhurst Hair Assistant Toshimasa Model Alina Thanks to Rag Factory