MILAN — Diesel Black Gold has come into its own.
To further boost growth, Diesel’s contemporary collection has become a separate business division under the stewardship of Andrea Baldo, a company veteran who was appointed general manager.
Most recently, Baldo, 38, a former Bain & Co. consultant, masterminded the launch of Diesel’s fast-growing underwear and beachwear divisions.
Baldo’s plans for Diesel Black Gold include higher quality obtained by using mostly Italian fabrics and five-pocket cuts at competitive price points; a new logo; a new shop-in-shop concept; more accessories, and tighter distribution. There will also be dedicated advertising campaigns.
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Starting with the current spring collection, Diesel Black Gold is designed by Sophia Kokosalaki, the Greek-born, London-based designer. The line includes exclusively treated, five-pocket jeans, dresses cobbled with leather and fabric and quirkily treated leathers.
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Such styles, infused with her signature swirls in intricate embroideries, were the focus of Kokosalaki’s second effort for the label, which she showed in New York in February.
“We believe that Diesel Black Gold has in its DNA all the elements of authenticity and the right attitude to effectively connect with the next generation of customers, the Millenials,” said Renzo Rosso, chairman of Diesel and its holding company, Only the Brave Srl.
A dedicated team is currently planning a new decor that Baldo describes as very “different from Diesel’s and much more contemporary,” for the line’s corners and shop-in-shops. The new blueprint will also be applied to those Diesel stores that carry the higher-end line.
The U.S, Italy, France, the U.K and Japan are the strongest markets for Diesel Black Gold, whose retail prices range from $300 to $550 for tailored jackets and from $198 to $350 for dresses and jeans.