The Diesel team hosted a Bloggers After Hours recently at the Diesel flagship store in Juhu to showcase the new Diesel Spring Summer 2012 mens wear and women’s wear collection. The Diesel Press Room was transformed to look like a woman’s apartment, complete with lipstick stained glasses, make-up strewn about, and CD’s and lingerie peeking out of a chest of drawers, lending a sexy, lived-in look – the kind of space the Diesel woman would be found in.
Indeed, the invite to the event had an actual key taped to it, with words that announced “I am who I am. My place is your place” and which was sent with a potted plant and a toothbrush.
In “the apartment,” guests were given a preview of the collection which was defined by bright splashes of colour like mustard, burnt orange, military green and tomato. The highlight of the women’s collection is Diesel’s brand new denim fits under a whole new direction called Fit Your Attitude – jeans for every occasion, that suit your personality and lifestyle, whether you are bold and daring, or chic and fashionable, or confident and feminine.
With this season, Diesel re-invents the Diesel woman. Silhouettes are more fluid, fabrics are softer, and the look is decidedly more flirty and feminine. The men’s wear collection on the other hand, called Worksville, seeks inspirations from and pays homage to the “dirty” and gritty look of industrial workers (lots of stripes, suspenders, textured detailing) and transforms the concept of “work-wear”. The big story for men’s denims this season is Light Exposure – taking a cue from old-fashioned camera images which featured extreme flashed-out contrasts, this flashed-out effect can be seen in varying shades of light on the denims
After a quick preview, guests were taken up two floors to an elaborate dining room setup was organized. A light dinner by DeGustibus was served along with Asahi beer as the show started. A giant plasma TV played a mood video where the Diesel head designers talked about their inspiration behind the collection followed by the male and female fashion shows. The Diesel team then presented the key looks of the season – modeled on themselves! All the while, guests took pictures on their smartphones of their favourite pieces and were seen blogging and tweeting the night away.