Tuesday, May 27, 2008

Lovin' Diesel

Well, Renzo Rosso has done it again. Diesel is celebrating its 30th anniversary and Rizzoli are publishing a book about the brilliant, brave, diverse advertising Diesel has pioneered. I’m honored to have been asked to write a commentary on the work and will get cracking on this before the month ends. Coincidental with this celebration, Diesel continues to break new ground and next month will launch Diesel Homeware. The range will include bed linen, furniture throws, towels, etc. and has been designed by Diesel’s Wilbert Das. I also hear that lighting and furniture are on the way and I can’t wait to see what Diesel bring to this category.

One thing I do know is it's certain to be humorous, innovative and breakthrough. Diesel continues to reinvent itself by bringing in fresh creative talent and young people of all nationalities, and like no other brand, stays aspirationally in touch (well let’s face it, slightly ahead) of its core market which it constantly delights and surprises. Diesel products, look, quality and voice are so of the moment it’s a pleasure just waiting to see what they’ll do next. Whatever it is, you can be sure it will be fun.