Utter the words 'Nicola Formichetti for Diesel' in the company of a fashion-conscious crowd and notice the reaction of awe. Why? To put it simply, the designer has not only been a frontrunner in fashion's digital revolution, but he has steered the Diesel brand in an exciting new direction.
A worthy winner of ELLE's Fashion Innovator award, presented by model Karolina Kurkova.
The former stylist of Lady Gaga and and ex-Creative Director of Mugler, has been at the helm of the brand since last April and his debut #DIESELTRIBUTE collection sent a buzz throughout the industry with its less than typical approach.
Forgoing the traditional fashion hierarchy altogether, the campaign was not only shot entirely on an iPhone – by fellow visionary, Nick Knight – but completely skipped print to create something entirely instant. The clothes and accessories line are brought to life via Instavids and GIFs, which can be viewed exclusively on social media and in digital installations in Diesel stores.
Riffing on Diesel's 35-year archive, the capsule collection of two halves – denim and leather – is in homage to the brand's DNA but also to the designer's tradition-meets-future aesthetic: think hand-stitched patchwork leather jackets, body-con dresses, studded vests and rivet caps.
We're looking forward to what comes next.