Diesel Launches the “Make Your Way The Successful Way” Initiative in China
DIESEL touched down in Shanghai to celebrate the city’s Fashion Week, and unveiled an installation at Labelhood.
DIESEL’s presence in town is highly varied, ranging from the launch of a collaborative collection, to a panel with the company’s founder, Renzo Rosso. The brand’s key message is to encouraging young people to achieve success on their own terms.
“Make Your Way The Successful Way” is the overarching message of the brand’s plan for China in 2019. It taps into a widespread sentiment that young people, in China and all over the world, feel the pressure to be successful. New generations are now starting to challenge the conformity of what success means for their family and for them, and embracing the value of staying true to themselves.
In promoting this message, DIESEL has enlisted four local opinion leaders to spread the word, through rapper Lil Ghost, dancer Nikki Chen, independent music producer Li Si Si, and artist Jayson Atienza. The videos, which will run on social media, will allow viewers to “choose their own path.”
DIESEL’s customised immersive showroom and experiential space, by the D:SPACE BY DIESEL at Labelhood that includes an art installation by Chen Tianzhou, an interactive living space that incorporates pieces from the Diesel Living collection, and the special collaborative collection with designer Xiangyu (Xander) Zhou, dubbed #DieselXZhouXiangYu.
The collection with Zhou was launched at Labelhood before going online at www.diesel.cn and on China’s online giant Tmall. Zhou also animated a workshop at the space where denim, for both men and women, and pieces from the capsule were customised by the designer, joined by DIESEL founder Renzo Rosso.