Nicola Formichetti's Venice Diesel show to be linked with Twitter
Spreading the brand's latest designs through social media
This week, creative director of Diesel, Nicola Formichetti, will show his first full-fledged collection - exactly one year after he joined the iconic Italian brand - to a group of 300 prominent fashion figures in the cultural city of Venice.
"We like to create our own rules," said Formichetti, explaining how Venice is close to the brand's heritage.
Diesel was co-founded by Renzo Rosso, now the president of OTB, a fashion conglomerate that comprises Diesel, Maison Martin Margiela, Viktor & Rolf, Marni and others. Renzo believes that Thursday's show will get Diesel exploding back on to the global fashion scene - particularly from its added support from social media.
"Diesel's DNA was recently lost, but Nicola went back to our archives and unearthed it - its alternative spirit to luxury and rebellious attitude. I need him to inject modernity to the brand. Diesel was more Renzo Rosso, now it's going to be more Nicola Formichetti for the future of the brand. This in Venice will be an amazing experience, less of a fashion show and more of an event." Rosso stated.
300 guests are expected to attend the show including Vogue Italia's Franca Sozzani, American rapper Brooke Candy and some of fashion's most followed bloggers - who will all be tweeting about the new collection, as well as answering questions throughout the day.
Formichetti who is known for his admiration of social media platforms said, "This event in Venice is intimate, but it's not about being exclusive. On the contrary, while we are not live-streaming it, we want to do something different and more contemporary and are supporting Twitter," with the designer adding, "I love the digital world, but the human touch is as important; I see it as a tool to spread love."