Rumors were swirling on Wednesday that Nicola Formichetti would be joining the Italian denim giant, and suspicions were confirmed Thursday morning when Diesel boss Renzo Rosso confirmed the appointment.
Rosso said he had hired Formichetti to oversee "a total view of the Diesel brand — product, communications, marketing and interior design. I want him to do bigger things, different things."
"This is the right man to take the next step for a young company and a brand for people who are young of mind," he told WWD.
For his part, Formichetti is excited to be working with a brand that influenced his youth in 90s London: "they did great parties and shows and spoke to an audience that was into music and art," he said.
Perhaps most famous for his role as Lady Gaga’s stylist, Formichetti has also worked with Dolce & Gabbana, Alexander McQueen, Nike, Umbro and H&M. The son of an Italian pilot and Japanese air-hostess mother, he is also employed in an ongoing role as the fashion director at Uniqlo.
Formichetti and French brand Thierry Mugler parted ways earlier this week after a two-year collaboration which saw him focus on refreshing the brand’s image, as well as the launch of the first menswear collection.
The new position will allow Formichetti to exploit Diesel’s enormous global appeal and big budgets (last year Diesel’s parent company, the Only The Brave group, posted sales of 1.5 billion) for exciting new fashion projects.
The appeal for the exubertant Rosso? "I finally met somebody as crazy as I am," he said.
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