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Denim is fashion's most democratic fabric. From high street to haute couture, denim is doing it. MARIAN BUCKLEY looks at some of the leading labels.
DieselEstablished in 1978, Diesel has become one of the most successful denim labels on the planet. The company was formed by Renzo Rosso, a man with a textiles manufacturing degree who set-up the headquarters in Molvena, where it remains today. As well as flagship stores and the more experimental Diesel Style Labs, one of the main ways Diesel has promoted itself is through its advertising. Diesel for Successful Living was started in the 90s and continues today - first off the campaign pastiched 50s style American ads. More controversially, Diesel fooled some people when the company created a fake rock star in 2001 and the Daily African campaign featured a website and a series of ads showing Africa prospering while the West was seeped in poverty.Diesel specialises in variety and offers more versions of the basic jean than you probably thought possible. Diesel fans often say it's the fit that makes these their no.1 jeans. |
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