The Space Age Resurfaces, AU / W 2014

Innovation, Refinement & Rock n’ Roll...

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The Space Age Resurfaces, AU / W 2014

“a love affair between refined quality and rock and roll” - style. com

“imagination of science and exploration”- Andreas Melbostad

Andreas Melbostad as Creative Director of Diesel Black Gold in 2012

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Diesel has always caught my eye. The company and it’s many diverse consumer segment labels seems to reinvent cool, masculinerock and roll looks on a consistent basis through fabric innovationand pure class.

Innovative influences on the brand include textile developments of coated leathers and denims, scuba neoprene infusion, subtle metal embellishments and the use of texture for complete collection piece diversification.

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The Space Age Resurfaces, AU / W 20148)0

MISSION AND PHILOSOPHY:

BUILDING BRANDS FOR A NEW BREED OF CONSUMERS ENABLING DEVELOPMENT CHALLENGING THE RULES FOSTERING CREATIVITY

Diesel, owned by the OTB has a very strong mission statement for their holdings.

Diesel began in 1978 and has since evolved in into a world wide leader in casual sportswear, once rooted in denim.

The business looks to target a contemporary consumer of varying age, not taste. While the brand is rooted in casual lifestyle offerings, the collections aim to offer diversificationfrom the high end luxury market.

The now iconic brand continues to innovate their product selectionthrough the allowance of creative freedom. Upon embarking on additional product markets, the group once lead by Renzo Rosso’s creative direction decided that it’s bradn image would be to “stand for passion, individuality and self expression..

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Wgsn’s feature shot for the Global Denim report AU/W 14/15

The Space Age Resurfaces, AU / W 20148)"5

image that set forth my research into theDiesel collection subject

In the AU/W 14/15 collection, the Designer’s infusion of space, science and past era spins on futuristic fashion prevailed in an exciting show.

Melbostad is known for his revival of the rock and roll “lady” and the influence of his collection is global. The designer revealed the label forautumn / winter that is refined, body conscious, a bit 1960’s in silhouette,fully embellished with metals and full of varied textures.

The most intriguing portion of the show came when the “silver astronaut” inspired looks came down the runway in multiple must have pieces.

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The Space Age Resurfaces, AU / W 20148)&3&

AU / W 14 /15

Pre-Fall 14

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The Space Age Resurfaces, AU / W 20148):

Diesel Black Gold Au/F 14/15 collection is a gorgeous and perhaps

a bit morbid, look into what fresh looks are trending between military, moto

and era reflection.

The particular looks donned in a silver coating can be traced back to a 1960’s

influence in the Age of Space Exploration.

One great iconic leader of the era is John Glenn, seen below.

The silver suiting of the astronauts is an example of scientific apparel innovation

by adding Mylar, a coating that has heat resistant properties.

During this era, many designers felt influenced by Futurism as it was an acceptable social

risk for science.

Anatomical influence, seen in space suit

design resurfacing in moto looks.

The Space Age Resurfaces, AU / W 20148):

Twiggy in space age fashion, 1966.

Several Designers have been influenced by space exploration throughout the decades.

Diesel, 2013

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Andre Courreges CoutureFuture - Space Age Designer

The Space Age Resurfaces, AU / W 20148):

The designer also successfully paired the looks of the 1960’s by marrying them to the rock and roll looks that are influential through multiple levels of retail today.

The looks attributes tend to be a drop waisted, pleatedand form fitted mini skirt or dress paired with a necklinedetail such as a collar or front placket access panel,shown with a zipper closure at Diesel Black Gold.

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The bottom up fashion trend can be seen here in a premium denim

line featuring silver coated, quite worn in aesthetic; products from

the market in 2012.

Zadig & Voltaire

Europe Fall 2012

Silver looks are also considered to be an ongoing trend for S/S 15,

seen here in a skirts trend update.

Antonio Berardi

Knife & box pleats

Pleated skirts have been gaining momentum

in all lengths, from mini to midi, with micro and

macro folds. Use wrap and kilt influences, silk-faille

metallics, delicate lace, leather or sweater knits for

new updates

-wgsn

Houseware trend forecasts are also

predicting a spike in silver accessories.

The Space Age Resurfaces, AU / W 2014)08 The Diesel brand is iconic by means of offering innovative fabrics in sillhouettes

that the target consumer has a ready compatibilty for. The collections under the brand umbrella include: Diesel, Diesel Black Gold, a streetwear inspired line 55DSL, children’s Diesel, an array of accessories and home goods to complement the wardrobe.

The most critical observation of Diesel’s Black Gold label evolution is that the designerincrementally introduces new fabrics to early adopters season after season by showcasingone standout fabric with in a style sillhouette with a high level of triability.

The trends for the brand are established to trickle both down and from the bottom upthrough the strategic design of labels offered to the target consumer and diffusing to the critical mass through time.

The high end label Diesel offers the innovator a glimpse of observability on the runway. The “statement” novelty pieces allow the consumer to evaluate their percieved risk to adoption and the economic risk is addressed via each label’s pricing strategy.

The possible barriers to innovation adoption, when focused on the space age silver lookshitting the runway may be mostly cultural. The consumer looking to make an early purchase such as the above would more than likely have a very low social risk, enjoyment and nextto no economic restraint for purchasing.

Challenges for the label for the futuristic trend could be related to having the correct outletsof distribution, marketing and establishing continuous communication to the consumer after purchase for the garment to remain relevant to his / her needs and wants.

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The Space Age Resurfaces, AU / W 20143&4&"3$)

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