Fashion Wire Daily: the First Word in Fashion


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Cacharel Unveils New CEO, in Major Corporate Revamp November 21st, 2012 @ 00:56 AM

Kane Drops Out of Versus in Major Shake-up November 20th, 2012 @ 10:14 AM

Pucci’s Madison Avenue Store Debuts Massive Expansion November 16th, 2012 @ 00:35 AM

Ghesquière Departs Balenciaga in Major Surprise November 05th, 2012 @ 00:43 AM

Sao Paulo Fashion Week: Between Optimism and Fear November 02nd, 2012 @ 00:28 AM

London Unveils Men’s Season Schedule November 01st, 2012 @ 00:36 AM

Azzaro Releases Castello Branco October 25th, 2012 @ 00:18 AM

Revenue Soars 22 Percent at LVMH in First Three Quarters October 16th, 2012 @ 00:18 AM

Rykiel Names Geraldo da Conceicao Artistic Director September 21st, 2012 @ 8:12 PM

Brazil’s New London Pop-Up September 21st, 2012 @ 7:20 PM

McQueen Men Returning Home to London September 12th, 2012 @ 7:19 PM

Roitfeld, Mum and Son, Open in Brazil September 07th, 2012 @ 00:54 AM

Berluti Opens to Big-Time Business in London September 06th, 2012 @ 3:27 PM

Stefano Pilati Back with a Bang at Zegna September 05th, 2012 @ 7:10 PM

Hugo Boss Wows in Berlin, Plans for New York July 06th, 2012 @ 00:17 AM

Salvatore Ferragamo: Crusin’ the Louvre June 13th, 2012 @ 11:04 AM

Michel Klein Gains New Backer; Launches Sunglass Collection June 13th, 2012 @ 00:48 AM

Sykes Jettisoned by Aquascutum; Maurer In at Rabanne June 06th, 2012 @ 00:18 AM

Armani Conquers China, Chastises the Pope June 01st, 2012 @ 11:53 AM


Diesel’s Democracy Comes with Three Classes

Godfrey Deeny
June 25th, 2007 @ 10:02 AM - Florence

One has to wonder, just what made Renzo Rosso think he could take a bow at the end of the Diesel fashion show in Florence this past weekend acting as he was a bona fide designer when all the world knows he is a jeaner and a businessman.

Rosso, the founder and owner of the 1.6 billion Euro label took in the applause after the Diesel runway event at the giant men’s wear trade fair Pitti before the leading fashion editors of the men’s wear industry, after a collection of clubbing gear with little real fashion content.

“If I wanted Mad Max I would go and rent the DVD,” sniffed one senior Italian fashion stylist, in a telling comment on the collection.

To be accurate, the collection was rather difficult to see – as the models perfomed behind screens on which were projected some impressive Deep Sea monster holograms. Then again, Rosso, an acknowledged master of marketing, clearly only understands runway as a mass communications tool and not as any serious format for presenting clothes.

This ramped up the cost of the event to 3 million Euros according to Diesel PR staff, yet bizarrely the budget did not include very much to drink.

Diesel, a label which tries to claim a hip, democratic mantle in its advertising, is fundamentally an elitist organization. Never in all our years in fashion have we seen a three-tier guest zone in a party. The 2,000 odd guests were divided up as follows. 1,500 of the broad masses of the people consigned to a cobble stone dance floor, 400 editors, PR staff, models and publishers in a elevated bourgeois pen and an elite of 100 in a heavily restricted VIP zone.

Most tellingly while the VIP were served Dom Perignon, the rest of the audience had to make do with Campari, which Diesel had lulled into the affair as a sponsor. There was, however, one method of getting the odd drink of vodka, which involved bribing bar staff – the sight of a 10 Euro note would magically produce a bottle of vodka hidden under the bar.

That petty corruption underlined Diesel’s position in the fashion firmament – as its largest and most arrogant latifundia.

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