More than 25,000 invited guests helped Diesel founder Renzo Rosso celebrate his company’s 25th anniversary at a mega-party thrown by Rosso and company here on Saturday, September 6.
Held in a local park, the massive blowout included a concert by Moby, appearances by supermodel Naomi Campbell, a kitschy marching band who twirled pom-poms and batons, a fireworks display, and midnight retrospective fashion show of outstanding Diesel designs from 1978 to the present. In addition, giant video screens broadcast the Molvena, Italy-based denim giant’s greatest advertising campaigns from the past two and a half decades.
Besides the Rosso family, industry VIPs in attendance included Diesel staff from all around the world, Dutch artist Kees Kreuter, Diesel’s US marketing man Mauricio Marchiori, and Killick Datta, the head of GBMI, the red-hot California-based shoe company that holds the license to produce Diesel footwear.
The lavish fete, which seemed more like a wild and fun fairground than a typical fashion get-together, began at midday and officially lasted until 2:00 a.m. At that hour, Rocco Benetton of Benetton said ciao along with most other guests. It wasn’t the end of the evening for host Rosso, though. He continued to celebrate well into the wee hours with a group of good friends such as retailer Elio Fiorucci and English actress Anna Friel at an exclusive afterparty at Bassano’s picturesque Hotel Villa Ca’Sette.
The past 25 years have been good ones for Diesel. From its humble beginnings in 1978, the brand has emerged as one of the most important, and coolest, names in denim and casual clothing. Now also holding brands such as 55DSL and Staff International under its corporate umbrella, Diesel currently boasts annual revenues of 660 million euros.
(From FWD, with additional reporting by the Sportswear International team)