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Diesel Female: Fueling A Revolution

The mega brand takes on New-Gen designer Heikki Salonen to jazz up their womenswear, asking themselves what kind of clothes girls really want

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