Diesel Black Gold
07 Apr. 2010
DIESEL BLACK GOLD LAUNCHES NEW BUSINESS UNITFollowing the appointment of Sophia Kokosalaki to the creative head role at Diesel’s high-end contemporary collection, which premiered during the last NY fashion week, Diesel has launched a separate new business responsible for leading the overall development of Diesel Black Gold.
At the helm of this division is its newly appointed general manager, Andrea Baldo. The longtime member of Diesel’s team of executives has had several roles within the group (he launched and managed the successful underwear and beachwear division of Diesel over the last four years). A former Bain consultant, Baldo is now expected to lead a team of dedicated people, from research and development to international sales.
Founded in 2007 on Diesel’s expertise and core values, Diesel Black Gold is the highest expression of the company’s quality, timeless and contemporary pieces. Key categories in this collection are five-pocket styles in exclusively treated denim, treated leather jackets, sexy dresses combining fabrics and leather for women, and "red carpet" tailored jackets.
The company is also rolling out a new distribution strategy for the line. Diesel Black Gold shopping areas, corners and shop-in-shops in major department stores, as well as several Diesel stores that are currently carrying also Diesel Black Gold, will be redesigned to express the label’s values and clearly redefine its identity in the mind of the consumer.
“We believe that Diesel Black Gold has in its DNA all the elements of authenticity and the right attitude to effectively connect with the next generation of customers: the millenials,” said Renzo Rosso. “The new strong and dedicated team will make it happen.”
Additionally, as part of a move to tap the international markets, the company will stage a F/W 10 Diesel Black Gold fashion show in Tokyo on April 12.
—Maria Cristina Pavarini
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