Diesel celebrated 30 years in Japan with a see now, buy now catwalk show in Tokyo and unveiled a new brand project based around its #forsuccessfulliving strapline, shot by Terry Richardson.
The catwalk show featured rock, military and sport influences and the collection is now available worldwide. The brand also showed some pieces that are only available to buy in Japan, such as bias cut denim, Jogg jeans utility wear and collaborations with designers N. HOOLYWOOD and Yuko Koike.
Renzo Rosso who founded Diesel in Italy in 1978 said the event was a tribute to the special relationship the brand has had with Japan since it launched in the country 30 years ago. “I have always been in love with Japan,” he said. “I visit the country regularly, as do our design team. This special anniversary is dedicated to Diesel’s Japanese supporters, who always push us to do more and better.”
Following the catwalk show Diesel unveiled its #forsuccessfulliving exhibition, which features 50 rules for successful living, each including a motivational phrase and an accompanying image shot by Terry Richardson. The exhibition will travel around the world and will be shown in cities including London, New York, Milan and Shanghai.