Italian Denim Fashion Brand Diesel To Shanghai

Diesel, an Italian denim fashion brand, recently held an offline flash event in TX Huaihai, Shanghai's fashion landmark. In addition to displaying jeans, ready-made clothes, shoes, accessories and other products created by new creative director Glenn Martens, diesel also moved the giant puppet device on the autumn and winter show in 2022 intact for the first time.

Diesel to Shanghai

Diesel moved the puppet installation on the show to Shanghai this time, and the giant inflatable puppet wearing the brand's iconic tannin dress stood at the gate of TX Huaihai's flash store, looking weird and shocking.

The 7-meter-high puppet device also instantly aroused heated discussion between Shanghai residents and netizens. The lifelike facial features and huge volume make netizens say "how ugly and how shady".

Although not very good-looking, but can not stop this group of dolls on the social platform explosion. Especially in the little red book, the notes about Shanghai diesel are full of notes.

In just a week, diesel's flash store and giant dolls have attracted millions of fans to punch in, which has become a brand-new hot spot clock out landmark.

However, although the evaluation is mixed, the offline flash activity of diesel is carefully prepared by the brand.

The space of TX Huaihai's flash store, as always, continues diesel's eye-catching red and white DNA color system. The innovative design layout is extremely rich in architectural aesthetics, making the store a fashionable and casual social space.

Brand creative director Glenn Martens created the iconic items of autumn and winter 2022 Series in the store, covering tannins, ready-made clothes, shoes and accessories and other categories: d-logo design with Y2K style and 1dr bag; Super logo series products adopt unique printing process to deduce brand logo; Trompe l'oeil series continues the concept of wrong vision printing design, halo dyeing effect brings more rich visual impact.

Autumn and winter show in 2022

When it comes to diesel, we have to say that 2022 is actually the turning year of this old Italian fashion brand. Because the fashion show in autumn and winter at the beginning of the year was widely praised, the brand successfully attracted a wave of heat. Not long ago, trend website LYST announced the top 20 hot brands in the first quarter of 2022. In addition to Balenciaga, Gucci, Dior and other big brands, diesel also successfully entered the list.

The controversial giant puppet installation in Shanghai's flash events comes from the autumn and winter series show of 2022. This autumn and winter show is also the first offline fashion show released by Glenn Martens after taking over the post of creative director of diesel brand.

Around the concept of experimentalism, the whole show interprets the unique charm of diesel all over the world. In the kingdom of Denver, it's as if she's a rebellious giant.

Glenn Martens put all his ambition into the setting and design. The show was created by Berlin artist Niklas bildstein zaar, who worked with Kanye to create the donda party. It is Glenn Martens's keen tentacle of contemporary pop culture to create the show.

Five giant dolls in the new diesel collection crawl on the red carpet show. Each doll is about 7-8 meters high and 15-20 meters wide. It is made by 3D printing technology, and then captured and collaged by the lens. It is stored in 600 images of different shapes and colors in 2D. The details and slopes of each device are vivid.

According to Glenn Martens, these giant dolls act as artistic devices that transform real people into giants, It stands for "regardless of skin color, confident and powerful, full of enthusiasm, comfortable and comfortable. It aims to let all kinds of ethnic groups find the truth, and want to build the beauty of unpainted, greasy, moist, frank, eager and intimate. Refuse to homogenize the face and body, let the characters in the picture release their strong vitality, and hope everyone can become the most ideal themselves."

However, giant dolls are only a small part of the brand's "publicity and rebellion" tonality design. Returning to the clothing itself, Glenn Martens still maintains the diesel's real-life characteristics after integrating the avant-garde, rough and exquisite design concepts.

Cowboys are still the absolute protagonist of the show, and elements rooted in diesel traditional gene such as racing culture and Western Cowboy still exist. The success of spring and summer 2022 series makes OTB group dare to let Glenn Martens make more diversified and bold attempts.

With the addition of complex destruction, washing and old-fashioned technology, Glenn Martens has long played with irregular structures and super large shapes, which even make diesel even more refreshing than y / project's show. The show also pushed Glenn Martens' industry reputation to a new high. ?

Turn red in one fell swoop

Diesel was founded in 1978 by Renzo Rosso, President of OTB group. As an Italian brand with a history of 44 years, diesel was once very popular in China.

However, with the popularity of simple style, sports style and street style, diesel, which focuses on jeans, is gradually submerged by these trends. In addition, due to its poor management, diesel has been gradually abandoned by young people in the past few years, and even has been classified as an outdated brand only worn by "previous generations".

I thought diesel was going to fade out of sight. But in 2020, Renzo Rosso suddenly appointed Glenn marten, then the creative director of Y / project, as the new creative director of diesel, which represented a new beginning for diesel.

Most of the popular brands nowadays, in addition to the personal brands that stand out from the designers' own aesthetic styles, many old brands are employing the emerging new generation designers or fashion icon in the design field, thus making the brand image soar into the sky and become the hot topic of all people at the time of sales. As Virgil is to Louis Vuitton; Kim Jones, Travis Scott, Yoon to Dior, etc. Diesel's move is also in line with the tide of the times.

Many people think that diesel's appointment with Glenn Martens as its new creative director may be the most successful thing the brand has ever done. This view is not groundless, because Glenn's own brand Y / project had already won a place in the fragmented fashion circle long before entering diesel.

The former works of Paul g ü bner are full of contradictions and Deconstruction of his former works, such as Paul Gersten and Paul y, who are full of contradictions and Deconstruction in his former works, such as Martin and Engels.

In terms of business, Glenn Martens upgraded Y / project to one of the most anticipated shows at Paris Fashion Week in a few years. Y / project products are also frequently seen in buyers' shops around the world, and are well known by millennial designer brand consumers. ?

Since Glenn Martens took over diesel in 2020, Glenn Martens has interpreted diesel for a new generation with its own design concept, and has created avant-garde symbols for female players to form their identity. Meanwhile, its avant-garde and high-level design talent has also injected different aesthetics into more pieces.

In addition to the iconic denim items, bags, bra tops and vests supported by "d logo" have also spread to social media like a virus. They have also won the favor of top female stars such as Julia fox, Kylie Jenner, Rihanna and Dua LiPA.

According to the data released by the retail information platform edited, since the beginning of this year, diesel's online sales in the United States and the United Kingdom have increased by 246% compared with 2021. The key factor is the delivery of star and head online celebrities.

At the same time, Kayla Marci, a data analyst at edited, said: "diesel will become one of the core brands to define fashion in 2022. Glenn Martens, the new creative director, has pushed diesel's aesthetics to a new height and made diesel a trend in the future."

From 1980s to Nicola and now Glenn Martens, diesel has been changing with the trend of fashion. Glenn Martens' unique sense of fashion and the fit of its pieces with the current aesthetics have not only become a booster for diesel to turn red again, but also be regarded as the "gold medal winner" among the new generation of European and American designers.

Meanwhile, Glenn Martens is putting his avant-garde design concept on the broader stage of diesel, making diesel "not only a pair of jeans, but also a global brand with a fashion attitude."