![]() ![]() It was my 55th birthday, which is a special anniversary for I was born in 1955. Since a tattoo is an imprint, a mark, a signature on the skin, how do you transfer that into a perfume? We are enlarging the scope of our audience, enabling people to find a style according to what they are and what they can afford. The preview of the first men’s collection was shown last week in Milan, and it marks a higher positioning for us. Yes, we have this new line Diesel Black Gold. This new man is not only more rock ‘n’ roll, he also seems more mature. ![]() I think what you can see in our stores is becoming more beautiful. We aim to improve the quality of our products by making more in Italy, for example. We are trying diversify by creating a real lifestyle focused on our own identity and DNA. There is definitely a repositioning of the brand. Rock attitude is something very important to our lines now.ĭoes it represent a shift in Diesel strategy? While one is more classic, brave and strong, the tattooed man is more mysterious, more rough and sexy, and at the end, more rock ‘n’ roll. It seems they are about to fight, but at the end the important thing is the communication between them. With the two fragrances, Only the Brave and Only the Brave Tattoo, we have these two men with two different attitudes that we have tried to show on the visuals of the campaign. This is really connected with who we are. ![]() Can you tell us more about the new Diesel man that goes along with this new fragrance? Each time we do something, it is because it is meaningful. This fragrance is a part of the Diesel attitude. We were lucky to meet our partner, L’Oréal, who made it all easier for us and granted us a dedicated team that tirelessly visited our stores all over the world and met our clients and really went deep into our mentality to transfer it into the bottle. Creating a fragrance is a risky challenge by itself, considering the fact that about 300 new perfumes are launched on the market every year and that about 90% of those don’t meet any success. DIESEL ONLY THE BRAVE HOW TOIt is easy to create clothing, but how to transfer a lifestyle into a fragrance-this is the difficulty. Since it completes the lifestyle, it is very important. Is it a requirement for a fashion brand to make its own fragrance? We talked to Diesel founder Renzo Rosso to learn more. The scent blends base notes of tobacco, benzoin, patchouli and amber, with sexy overtones of pepper and sage and refreshing green qualities that keep the inherently male scent from being too heavy. The sculptural bottle comprises a clenched black fist designed by the famous Mr Cartoon tattoo artist. The fragrance marks yet another component to the lifestyle Diesel aims to create amidst a universe characterized by the rebel attitude of street art and LA’s inked community. Only the Brave finds inspiration in the deeply rooted tradition of marking the body with an everlasting imprint, seeking to inaugurate a new man with the traditional masculine traits of toughness and courage. DIESEL ONLY THE BRAVE SKINExploring another form of signature for the body, the new Diesel fragrance, Only the Brave Tattoo, treats the skin as a true, basic and raw material to express one’s identity. ![]()
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