Diesel do it again this Autumn/Winter with a new online campaign that can also be seen make a statement on the high street.
‘Extreme Weather Washes’ sees the brand quite literally, demolish what was once a premium looking high street store on Carnaby St, London, into something that resembles the aftermath of a violent storm.
To further build on the campaign, the windows displays depict scenes of total carnage subtly laced with key pieces from the current collection.
The brand mainly caters to the youth market and is famous for the high quality jeans that they produce, providing the solution for ’successful living’ in their products according to the brand’s strapline.
Diesel are well known for creating visually stimulating marketing campaigns, but this one quite literally blows the roof off! With three Diesel branches based within Covent Garden alone, the impact the brand has upon the capital’s youth market cannot be underestimated: you’ll find the stores at 25 Carnaby Street, 10a Newburgh Street and a flagship store at 25a Neal Street, part of the Thomas Neal’s Centre.
Renzo Rosso founded Diesel in 1978 to produce innovative clothing that would create trends rather than follow them. Today, Diesel’s range is available in over 80 countries in over 5000 shops; the largest of which being located in Milan and the flagship store (opened in 1991) is located in New York.
Creative Director Wilbert Das joined the company in 1988 and currently heads up the Diesel design team which is still based in Molvena, Italy where it was founded over 3 decades ago and is still owned by Renzo Rosso, making it one of very few international brands to be controlled and run by the same person for such a long period of time.
Diesel’s Covent Garden Carnaby Street store is renowned for making a scene with explosive marketing campaigns, most famously having transformed the shop’s fascia into an 80s ghetto blaster with customers entering the store through a hole in the “speaker”.
If you’re about in the big smoke while the campaign runs, pop down to Carnaby Street to check it out – as the D4R team will tell you, its better in reality!
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