By: on Apr 06, 2013, 05:13.

Nicola Formichetti is Diesel’s new Creative Director. The designer will serve as the brand’s first artistic director and will oversee product design, marketing, communications and interior design. “It’s a reboot” says Formichetti in this behind the scenes video produced by Diesel.

Nicola Formichetti and Diesel's Reno Rosso

Diesel Reno Rosso & Nicola Formichetti

“I finally met somebody as crazy as I am,” said Renzo Rosso, founder of Diesel. “Nicola shares my vision and I find it incredibly inspiring to work with him: two creative planets are colliding to generate fresh, mad, insane ideas. With his help, I want to break more rules and bring the real Diesel to a new generation.”

Though Formichetti just left his post as designer for Thierry Mugler two days ago, this new partnership has actually been in the works for about a year and a half. According to WWD, Rosso walked into a Formichetti pop-up store in September 2011 that was designed to look like a ‘bombed-out disco,’ and was blown away.

Formichetti has plans to also launch Diesel Couture. Check out this fashion video produced by Diesel to introduce Nicola Formichetti and follow the hashtag #DieselReboot on Twitter for more.


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    Good job and all the best !

  2. Graveetas Schadenfreude says:

    If Diesel wanted real controversy they should have hired Hedi Slimane or John Galliano.

  3. kutmusic says:

    rappresent? Meglio parlare italiano allora, no? 🙂

  4. Nicola Formichetti #Diesel New Creative Director “It’s a Reboot”: Nicola Formichetti… @MODTV

  5. Emilia Nedelcheva says:


  6. rraassll says:

    I hope he can bring some of Wilbert Das direction back, and yes keep it weird and awesome

  7. andikatoth says:

    I hope you guys keep it weird and wonderful. Would hate to see the wonderful go. 🙂

  8. regentstreettv says:

    Can’t wait to see what new direction Diesal takes.

  9. should be CHIC says:

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