Just in time for Paris Fashion Week, Diesel has announced its new program: the Red Tag project. Intended as a platform that will host influential designers creating special capsule collections, Diesel has high hopes for its new concept: “This is a vibrant moment for Diesel: we are working on a series of global initiatives, one of which is this,” said Diesel founder Renzo Rosso.  

Following the departure of Diesel’s former artistic director, Nicola Formichetti, in December 2017, the Italian brand was apparently looking for a fresh face–and found that in none other than Shayne Oliver, who will be the first designer to collaborate with Diesel under the Red Tag project. Oliver created his label Hood by Air in 2007: a groundbreaking high-fashion streetwear label that was celebrated by celebrities and critics. However, he put his brand on hold in 2017 to collaborate with Helmut Lang on a ready-to-wear collection for s/s 2018.

Diesel founder Renzo Rosso
Photo: Diesel
Diesel founder Renzo Rosso

Oliver, known for his daring and progressive approach to fashion, has created a ten-look lineup for the Red Tag project. “I love denim’s heritage and its American roots, as well as Diesel’s Italian core. This capsule is really the language of Renzo, the brand founder,” he said.

Accordingly, Diesel x Shayne Oliver and the following Red Tag collaborations will focus on Diesel’s signatures: denim and sportswear. To celebrate the launch of their capsule, Oliver and Diesel will host an event in Paris on March 3.

Each collection under the initiative will be distributed by fashion sales and consulting firm Tomorrow London Ltd (with brands such as A-Cold-Wall, Ambush, Marni, OAMC, Stella Jean and White Mountaineering in its portfolio) and will be available in exclusively selected retailers worldwide.



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