Italian brand Diesel's alternative rose

Diesel, this savvy Italian fashion brand, first drew the appetite of "ComingSoon" in front of a closed window in Hang Lung Plaza, followed by "dumping" in major fashion magazines. A series of "provocative" advertisements inciting people's desire for consumption.

Founded in 1978, the Diesel brand, its founder and president, Renzo Rosso, is a tailor who sews jeans for the Italian royal family. With his craftsmanship, he changed the royal family's view of jeans. Since then, Diesel has been a pioneer in its unconventional design style.

Diesel's first store in mainland China is located in Shanghai's Hang Lung Plaza, an area of ​​380 square meters, designed by Diesel's interior design team, with special lighting, various decorative details and full of modern furnishings European style reflects the nostalgic style. The concept of "living space" was used in the store to present Diesel's denim clothing, men's and women's clothing, shoes, sunglasses and watches.