In order to expand into a higher spectrum of the fashion market, Diesel has launched Black Gold, a new luxury division of the brand. The collection debuted today at the Mercedes Benz Fashion Week in New York alongside the rest of the Fall 2008 collection.
Before the show started, Diesel blasted the sound of fake chatter over the speakers, and fake camera flashes came from all angles to boost the anticipation even further. Celebs in attendance included Brittany Murphy and Gossip Girl's Chace Crawford.
"We are required to offer more and more exclusive products to meet the market's demand," said Diesel chief Renzo Rosso.
"We were pioneers in introducing premium denim to the luxury world and now we are ready to define a new concept of prêt-à -porter," said Renzo in Novemeber when the first announcement was made. "Diesel Black Gold is an exclusive collection dedicated to those looking for the unpredictable Diesel spirit blended with a sophisticated individual style."
The Italian design house first gained international recognition for their popular line of jeans. Slowly, they added other fashion items and now are offering a full blown selection under their label from casual to sporty, dressy and now luxury.
Expect high prices, like $800 tailored jackets and $400 pants. "We must aim high, in all categories," he added.
But Diesel fans need not worry about the disappearance of the fun looks they're accustomed too. Diesel Black Gold won't stray too far from the hip styles they've proven are popular among global fashion addicts, they'll just be cranking it up a notch.
"These are much more fashion-oriented and sartorial," said Diesel's creative director Wilber Das. "The focus is on style and cuts, and denim is treated as a precious fabric."
In January, the company announced they would even expand outside of clothing designs after teaming with Zucchi Group to offer a collection of home linens. They expect to add other interior fashions such as furniture and lighting in the next year.
Check out Diesel's latest print campaign:
Casual Luxury
Diesel Adds Black Gold Label
Trend Themes
1. Expanding Into Luxury Market - The trend of fashion brands expanding into the luxury market presents an opportunity for Diesel to establish its Black Gold division as a disruptor in the high-end fashion industry.
2. Blending Style and Cuts - The focus on style and cuts in the Diesel Black Gold collection opens up opportunities for innovative designs and techniques that can disrupt the denim market.
3. Expansion Into Home Interior Fashion - Diesel's collaboration with Zucchi Group to offer home linens and potential expansion into furniture and lighting presents a disruptive innovation opportunity to redefine the concept of interior fashion.
Industry Implications
1. Fashion - The fashion industry is witnessing brands like Diesel expanding into luxury market segments, presenting opportunities for disruptive innovation.
2. Denim - The Diesel Black Gold collection's focus on style and cuts in denim presents an opportunity for disruptive innovation in the denim industry.
3. Home Furnishings - Diesel's expansion into home linens and potential foray into furniture and lighting opens up disruptive innovation opportunities in the home interior fashion industry.