After two years as creative director of Thierry Mugler, Nicola Formichetti is now the artistic director of Diesel. In a press release, Diesel founder Renzo Rosso said, “I finally met somebody as crazy as I am. Nicola shares my vision and I find it incredibly inspiring to work with him: two creative planets are colliding to generate fresh, mad, insane ideas. With his help, I want to break more rules and bring the real Diesel to a new generation.”
Both Rosso and Formichetti talk big talk as to what Formichetti’s role will be in the compay. “When Renzo asked me,” said Formichetti in the same press release. “I remembered that Diesel and I are all about the same things. No rules! We’re going to REBOOT! Hit refresh. That’s our first project: we’re ripping apart everything to re-build something bigger.” At this stage in the game, all we can do is speculate as to what that elusive ‘something bigger’ will entail, although Diesel has noted that “the project will live in the unruly, uncivilized, all-access zone of Tumblr,” by which they mean there is an official Tumblr page for the Diesel Reboot. And if the psychedelic page is any indication of what Formichetti has planned for the iconic brand, then we can expect something truly transformative.