2023/09 Diesel – FW23
Details:
Diesel
Fall-Winter 2023
Piazza S. Babila 1/3, Milan
Review:
by Peter Hamer
september 22, 2023
“Only the brave,” they say. But what do the brave do? They challenge the system, contest existing rules, and propose new ones. They provoke and go against the trend. Most of all, they have something to say, and that’s precisely what Diesel has been expressing for the past few seasons under the creative direction of Glenn Martens. The message of each season is unveiled during the fashion show and is ingeniously integrated until it appears in stores.
The display for the FW23 collection highlights the prints on garments for both men and women. These prints dominate in a torn-paper wallpaper pattern, covering all walls, floors, and props within the window displays. The Diesel logo is seamlessly incorporated into this wallpaper, ensuring every passerby recognizes it’s a Diesel display. This not only extends the brand dialogue to past and existing customers but also captivates potential ones. Genius!
What I appreciate about this display is its cost-effectiveness. I mentioned in my Miu Miu FW23 display review the intelligence behind using a single prop to spark conversation. However, Diesel’s all-over approach is equally budget-friendly and effective in engaging customers. Why is this engagement crucial? Because in retail, directly addressing your target audience is fundamental.
As an aside, there have been recent changes in the VM team at Diesel. It will be intriguing to observe how these shifts influence their visual merchandising strategy and whether they can keep the dialogue as captivating. Be brave!