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Denim – the latest trend in fashion. The fashion elite and everyone worth their salt in fashion went head over heels for the Junya Watanabe AW13 patchwork boyfriend jeans and Olivier Rousteing creating a collection consisting of denim in jumpsuits and jackets for Balmain Resort 2014 and SS14 collection in Paris. Diesel’s new creative director Nicola Formichetti, former Lady GaGa stylist and Thierry Mugler creative director, has taken advantage and been influenced and inspired by the bubbling trend. Taking helm of the Italian luxury denim brand, Formichetti raided the 35 year old archive in Breganze, Italy, to inspire the denim #DIESELTRIBUTE capsule collection.

Focusing on the denim and leather, Formichetti has reimagined the Italian brand’s past. ‘This collection is my homage to the DNA of Diesel’ explained Formichetti. Producing a 45 piece capsule collection of jeans, dresses, jackets and shirts for both menswear and womenswear,it mixes archive pieces accessorized and completed with old archive patches, eagle motives, bottle caps and studs, available to buy in stores now, while the second part – the leather #DIESELTRIBUTE capsule  – will follow in February 2014.

Also influenced by modern technology and pushing the boundaries of digital media and fashion, Formichetti called upon the British photographer Nick Knight to help create the campaign images and videos. Following Burberry Prorsum's footsteps, who shot their SS14 collection runway and behind-the-scenes videos using the built in camera from the iPhone 5S. Knight and Formichetti created the campaign images, GIFs, 10-second video spots and a full campaign video by using an iPhone camera and distorting them with the help of video and photo applications Glitché, Instagram, PickPlayPost and Megaphoto.

Formichetti has proven he can be respectful of Diesel’s past and encapsulate the youthful spirit of the brand. Now the fashion world waits to see what he has up his denim-clad sleeve when he shows his first ready-to-wear collection for the brand in March.

WORDS
STEPHEN GEORGE

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