A little look at the behind the scenes for my Diesel x Grazia shoot. We spent a day shooting at a beautiful little loft studio in east London with photographer Richard Grassie.
After the feature went to print, Diesel hosted a lovely shopping event at their Bond street store. I tried my best to help host the night without being distracted by those (bigger than) life size posters!
Emily looking beautiful in her spread
Hummingbird cupcakes - best in London. Always go for 'red velvet'
Wearing all Diesel
I also managed to ask the new design team, headed by Heikki Salonen, a few words about the new collection..
Can you tell us what the influences and inspirations are?
The starting point was to look at the Diesel DNA, keep what was true to the brand and remove parts no longer needed. With a fresh approach the collection was simplified while retaining the essence of Diesel. We took the concept of creating the perfect capsule collection from a list of garments every woman should own, providing the ability to mix and match premium basics with more key stand-out pieces where all work with her current wardrobe. We wanted to create a collection which has new instantly iconic pieces inspired by the woman who grew up with the brand and is now in her mid-late twenties through to early thirties.
How did the shade of burned orange get chosen, which appears a lot?
A key concept for this female re-launch is to keep natural basic colours inside the collection and choose a distinctive colour that changes from season to season according to trends and general inspiration of the collection. The DNA colours for Diesel are of course the indigo, grey and the military green: the burned orange for pre-sping-summer 2012 adds a touch of femininity without becoming too romantic.
Thank you to everyone for the lovely comments and responses.. and of course to all of you that came down to Diesel to party with us!
See the final images I posted earlier here.