Diesel is hoping for a little women power. With the denim brand typically focusing on the men’s line, Diesel is calling it “the rebirth of the Diesel female.”
Currently 30% of sales account for women’s wear, but the brand is hoping to increase this with their new female focus. With Spring 2012 designs targeting a slightly older woman, 25 to 55 years old, “she is a woman who is working and has important commitments in her life. But she likes to wear the casual alternative to luxury. She is brave, sexy and playful,” said Daniela Riccardi (CEO of the Breganze, Italy-based company who presented the spring women’s collection).
The Spring 2012 collection makes use of better quality fabrics, with a more feminine silhouette, though the brand will still keep denim as a strong priority. Allow with the more feminine silhouette, comes a new set of shoes, with Diesel bringing in heels & platforms, stepping away from it’s typical flats & sneakers.
[WWD]
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