It's a little past nine in the evening of a hot and humid Tokyo summer day and Diesel has invited the city's hip and happening to take part in the brand's 30 years in Japan anniversary celebrations.
While the brand does not disclose exact turnover figures, global head of press Alban Adam stresses that ‘Japan is a very important market for Diesel’ and the turnout at the event seems to support this. The main event takes place in a packed Blade Runner-esque train station – Neo Tokyo – constructed on the fourth floor of a large riverside warehouse on the small Tennozu Isle. The set came complete with kitsch Japanese neon signs, graffiti and large LED displays showing trademark Diesel commercials.
A HAL 9000 computer generated voice bids the audience welcome and the loud house music kicks in as the first model strides down the runway. Welcome to Diesel's A/W 2016 ‘see now, buy now’ Tokyo spectacular – where everything shown on the catwalk is available online immediately.
A number of design collaborations only available in Japan were also launched as part of the anniversary including design partnerships with N. Hoolywood and Yuko Koike. Two capsule denim collections (one of bias-cut denim and the other 'Jogg' jeans wear) are also launched on the night.
The evening similarly gave visitors a look back at the brand's history through a small exhibition of vintage 'Diesels' staged at the entrance to the show, as well as a sneak preview of a collaboration campaign with Terry Richardson called #forsuccessfullliving (opens in new tab). Fifty key phrases (including #5 love openly, #7 be more green, #40 have fun) summed up Diesel's philosophy of life and were visualised in bold and edgy posters by the fashion photographer.
After the final run of the 40 or so models, artistic director, Nicola Formichetti, popped out onto the platform and shyly jogged a lap, while waiving to his many Japanese fans. He then stopped in front of founder Renzo Rosso who got a big hug before the post show celebrations began in earnest.
For more information visit Diesel's website (opens in new tab)
‘A crossover of ideas and emotion’: Simone Rocha on introducing menswear to her label
As the collection arrives at London’s Dover Street Market with a special installation and zine, Simone Rocha speaks about the roots of the menswear offering, the art of collaboration, and a campaign which subverts ‘the archetypes of masculinity’
By Jack Moss • Published
Colour Clash is a bold compendium of dazzling supergraphics and logos that pop
Polychromatic perversity in graphic design is celebrated in Colour Clash, a monograph that looks at the new wave of visual expression
By Jonathan Bell • Published
Beacon House is the contemporary rebirth of a midcentury San Francisco home
Beacon House by Edmonds + Lee Architecture is a renovation project that sensitively brings a modernist San Francisco home into the 21st century
By Ellie Stathaki • Published
Remote Japanese concept store celebrates the future of craft
Les Six, a new concept store in South Japan, sells crafted wares for a new world
By Minako Norimatsu • Last updated
Nanamica’s NYC store nods to a Japanese beach house
Japanese menswear brand Nanamica has collaborated with New York-based architect Taichi Kuma on its Soho boutique
By Pei-Ru Keh • Last updated
Margaret Howell's new film is a tribute to Japanese culture
Affinities – 50 Years of Design marks the 50th anniversary of the Margaret Howell clothing brand
By Hannah Silver • Last updated
Architect Jun Aoki designs fabric-like façade for Loro Piana's new Tokyo flagship
The storied Italian brand makes a subtle architectural statement with its new Tokyo outpost
By Elly Parsons • Last updated
Kimono specialist Hosoo opens minimalist Kyoto flagship
By Danielle Demetriou • Last updated
New Paris beauty spot En takes design cues from Japanese tea ceremonies
By Sara Sturges • Last updated
Issey Miyake opens a Kyoto boutique in a timber townhouse
By Danielle Demetriou • Last updated
A warm welcome: Japanese beauty brand Shiro opens London store
By Adam Chapman • Last updated