Word: rosso
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Dates: during 2000-2009
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...craze and mother's wisdom with equal doses of kitsch and sex?and, seemingly as an afterthought, glimpses of Diesel product. "Diesel: For Successful Living" became the brand's tagline. Today Diesel continues to expand. In addition to perfume, there's a home-furnishings line in the works, and Rosso is in the middle of an ambitious strategy to make Diesel more premium by integrating sophisticated techniques from ready-to-wear and pushing up prices accordingly. Rosso says he is driven by the increasing sophistication of fast-fashion outfits like H&M and Zara. And by the fact that there...
...Stefano Rosso is not so sure. "I'm more scared of losing touch with our younger consumers. We are creative, and if we lose touch ..." his voice trails off, and he shrugs. Stefano probably would have hated the opening of the new Diesel store on London's Bond Street in May. The two-level store on a prime corner is a template for the new Diesel. Curvy leather seating and mod decorative resin dividers are part of the sophisticated décor. The layout says designer rather than jeans. At the party, Diesel had paid actress Heather Graham to model...
...financial daily compared cash-flow data and estimated growth potential and proclaimed Diesel the top candidate among Italian fashion companies for a public offering. Published reports in Europe had Diesel scooping up designers Sophia Kokosolaki and Viktor & Rolf, recalling the Margiela acquisition. Goldschmied, the former partner who remains a Rosso confidant, predicts something big is in the works. "Finally, finally, he has made a very important strategic decision. He could be the owner of a group that's a leader in the next wave of fashion...
...Clearly, Rosso has been thinking about the next chapter. "We contributed to making jeans part of the luxury universe," explains Rosso. "If we could do that with denim, maybe we could do it in other ways. My intention is to be part of a new, upcoming version of prêt-à-porter." Investment bankers are skeptical that Rosso could transform Diesel into a multibrand conglomerate, but smaller designers have long hoped for a private concern to find a third way between big business and the financial pitfalls of independence...
Over the lunch, just outside the low-slung stone lodge that is the main building of the Diesel Farm, an hour's drive from Venice, Rosso talked about what he would consider...