Today Nicola Formichetti is probably one of the most famous and sought-after designers. The creative director of Diesel boldly mixes the true London spirit, the atmosphere of his beloved Dazed & Confused, a little childish view of the world and the traditions of the brand entrusted to him. Nikola does not try to shock the fashionable public and go out on the outrageous, but is really engaged in fashion, giving out excellent and strong collections from season to season. In the meantime, the designer manages to produce capsule collections, engage in his own brand and work in collaborations with other brands.
It all started in the mid-2000s, when he became one of the first swallows of the fashion renaissance, bringing a fresh breath to seasonal shows. Then there was a collaboration with Lady Gaga and the famous dress-meat. Everyone started talking about Formichetti, and began his work with the most advanced editions of V, AnOther, ArenHomme +, as well as fashion houses Dolce & Gabbana, Alexander McQueen, Prad and cooperation with the ubiquitous brands Nike, Stussy and H & M.
Two years ago, Nicola was invited to Diesel and invented the hashtag #DieselReboot, under which another fashion revolution was to take place. The brand entrusted Formichetti not only with the creation of clothes before and full control over the organization of the shows. The company's management, perhaps, did not know what the risk was, but it was fully justified, and today the brand's collections are sold like hot cakes. Summing up the results of these two years, the designer spoke about his vision of fashion and plans for Diesel.
After two years at the head of the brand, can you say that your Diesel reboot is complete?
- My God, I haven't even started yet! These two years for me were more about consolidation within the company. It's a huge brand that takes a long time. We have so many amazing projects ahead of us that we will be implementing this year and next. It will be a crazy trip!
How free are you in your work, and does Renzo Rosso (owner of Diesel) interfere with it?
- I love working with Renzo, we are very good at it. And funny. He has a lot of knowledge after 35 years at Diesel, I can learn a lot from him. And he loves all my crazy ideas. In fact, he is constantly pushing me to do more and more.
Today the British subculture is well represented in fashion and is experiencing a real renaissance. Was your proximity to London's informal circles instrumental in setting the direction for Diesel 2.0?
- Of course, London plays a big role in my work. I am always so inspired by the people I meet and see on the street. I have also lived a lot in Japan and Italy, so I can say that I am scattered between these different cultures.
With your collections, you bring Diesel back to its roots. First it was leather, then denim, sports, now there is a military uniform. Will this set be repeated in the future?
- Leather, jeans and military are the core values of Diesel. However, there is another important factor, and that is pop. Remember the vibrant and colorful Diesel of the 1990s? This is a very important period, and I plan to focus on it this year. Not only do I watch the UK, I also like America, Asia and other regions. We experiment every day, especially with denim. We're doing something totally incredible, but it still remains a mystery. You must keep an eye out for new collections!
Obviously, your collaboration with Lady Gaga influenced your work at Mugler. Now your muse Brooke Candy. Will this affect the Diesel collections?
“It's so exciting to be able to work with a talent like Brooke. She's going to be great. Brooke is perfect for our brand: she is creative, strong and a real rebel. I love working with musicians, it's so natural for me, because music and fashion go hand in hand. We designed some costumes for Beyoncé last year that were amazing. This year we will continue to work with more musicians.
Name three things you would like to achieve in the next five years
- Make a lot of interesting stuff. Do a lot of crazy things. Make Diesel the coolest brand on the planet.