Wednesday, October 31, 2007


Thursday June 21st - Guest of honour at the 72nd edition of PITTI Immagine Uomo fair in Florence, Diesel will push the boundaries yet again by hosting a pioneering catwalk show that combines innovation and technology setting new standards for showcasing fashion collections.

For the first time ever, the usual catwalk spectacle becomes a technologically advanced, yet uniquely surreal multimedia entertainment visual feast. With the use of holograms and the most advanced technology, this pioneering performance will encapsulate the entire Diesel creativity by uniquely presenting its SS08 preview ‘Liquid Space’ male and female collections.

From the starting point of the space found deep below the ocean - the inspiration behind the pre-SS08 collections - the show will feature real-life models sharing the runway with holograms models and more. Through the use of CGI (Computer Generated Images) visual effects of motion graphics will showcase the entire Diesel world: in a spellbinding performance. Sea creatures created from Diesel watches will transform into models wearing the collection that will eventually turn again into a million glittering fishes.

Dispensing with catwalk conventions the customary, fashion show etiquette is also reversed, the strongest holographic effects will be from the rear and not the legendary front row whilst photographers and TV crew will stand at the side of the catwalk rather than at the end. Hair, make-up, and choreography will also be uniquely styled to suit this innovative event.

Responsible for bringing this project to life is Diesel’s Creative Team, headed by Creative Director Wilbert Das. The Spanish animation studio Dvein is responsible for CGI visual effects, whilst the Danish multi-media production agency Vizoo provide the technology for the show.

The event, in partnership with Pitti Immagine Uomo 72, will be held at the ‘Ex-Dogana’, a former customs house in Florence, and will be followed by a party for 2,000 guests – invitees will include international press, buyers and VIP’s – with a life performance from world renowned DJ duo Kruder & Dorfmeister.

Celebrities confirmed to attend the event are, among others, actresses Rosario Dawson, Asia Argento and Katy Louise Saunders, Italian actors Riccardo Scamarcio and Claudio Santamaria and entrepreneur Lapo Elkann.

Both the event and party will be streamed live on and mark another exciting milestone for Diesel creating a web -TV experience on and YouTube!
Streaming live also on the Alice Italian web-portal and on web enabled mobile phones on all Italian TIM network.



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