How hot chick favorite Diesel flopped
From the brink of bankruptcy to the fashion spotlight: the revival of the Diesel brand
History of the Diesel Brand
With a history dating back to 1978 and founded by Italian designer Renzo Rosso, Diesel began as a denim-based brand that rose to prominence in the fashion world with its distinctive style and technique. Particularly in the 1980s, when many denim brands worked on how to make jeans look new and straight, Diesel caused a global sensation with its innovative washed and distressed effects.
The Diesel brand’s innovations in washes and distressing are considered to be groundbreaking in the fashion industry. They treat their jeans with a unique technique and process that gives them a distinctive texture and personality. This treatment gives each pair of Diesel jeans an age-worn appeal, with some customers even thinking they are second-hand and asking for a refund. This concept of old-fashioned chic made the Diesel brand unique and became one of the symbols of the brand’s core values.
However, as times changed, the Diesel brand gradually lost the attention of young people and was labeled as a middle-aged businessman. Faced with market adversity and the pressure of being on the verge of bankruptcy, the Diesel brand once thought it was at the end of its rope.
How to Turn the Tide
In 2021 Diesel reached an important turning point. The brand decided to undergo a complete repositioning and revitalization. They hired popular designer Glenn Martens as creative director to inject fresh ideas and trends. This move brought a new look and energy to the Diesel brand.
- Change of style
Glenn Martens is good at deconstructionist style design to upgrade and innovate the brand’s classic denim elements, fully embracing the current trend of vintage fashions, and the new products in recent years are noteworthy. - Logo change
Highlighted the D letter in the Diesel brand, strengthening the brand gene recognition immediately up. Often appear in various variety shows. - Marketing
From Diesel’s early campaigns, you will find that the wild thing has long been engraved into the DNA of the brand. Various kinds of pioneering culture and spoof Diesel is easy to use. Just a few months after the collection’s debut on the Fall/Winter 2023 runway, Diesel will soon release a collaboration with Durex. Aimed at young people, the audience was amazed by the boldly dressed models that appeared on stage, accompanied by the occasional blushing sounds of BGM. Diesel is a brand that knows how to keep up with the times while retaining its own unique style, bringing beauty to the consumer.
Today, Diesel is once again in the center of the fashion world with its unique design style and avant-garde image. By changing the traditional jeans design, introducing deconstructionist style, and innovating the logo design, they have redefined the brand image and attracted the attention of the younger generation of consumers.
The history of the Diesel brand is full of innovation and change. From its humble beginnings as a jeans brand, leading the way with its unique washes and aged effects, to its gradual marginalization, to its repositioning and revitalization, Diesel has become one of the fashion world’s must-have brands with a unique story and a spirit of continuous innovation.
Reference：
https://fashiongear.fibre2fashion.com/brand-story/diesel/history.asp
https://hypebae.com/2023/2/diesel-milan-fashion-week-fall-winter-23-runway-show-images-details
http://nowre.com/fashion/770935/duleisi-x-diesel-quanxin-lookbook-dengchang/
