Diesel Black Gold Reveals Shake-Up
DIESEL BLACK GOLD has revealed that it will combine its menswear and womenswear shows moving forward and end its womenswear pre collections. The brand will, however, continue its menswear pre collections, reports the BoF, and move its bi-annual ready-to-wear shows to the menswear schedules in January and June.
The move reflects the rise in popularity and revenues that menswear has enjoyed in recent years. Hugo Boss revealed last year that it too was focusing more closely on its menswear collections, while countless other brands – including Vetements, DSquared2 and Vivienne Westwood – have moved their ready-to-wear collections to show during Men’s Fashion Week.
“The timing of the women’s shows, especially in Milan and Paris, is really late,” said Diesel owner, Renzo Rosso (president of Only The Brave Group). “A good option could be shifting the women’s shows to the men’s timing. It would not only make sense for the business but also the direction the global industry is taking.”
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As for moving to a co-ed strategy, the brand’s creative director, Andreas Melbostad, said that it “feels like a natural step for us” as “the two collections are designed and developed parallel to each other and there is a lot of crossover”.
“I have always been a big supporter of co-ed shows. We actually launched Diesel Black Gold in New York with a men’s and women’s show at the very beginning,” continued Rosso. “Diesel Black Gold is now a point of reference for the contemporary market and it became crucial to communicate a strong, cohesive seasonal massage.”