Diesel Store Launch

Diesel Store Launch

Photography : My Own

Known for its classic denim jeans and cutting edge appeal, the Diesel brand was founded by Renzo Rosso. Back in 1978, Mr. Rosso worked for a clothing manufacturer called Moltex, which was owned by Adriano Goldschmied – known as “the Godfather of denim” and the mastermind behind denim brands AG Jeans, Citizens of Humanity and Goldsign. Eventually, Mr. Rosso used a loan from his father to buy 40% holding in the company after which he rebranded Moltex to Diesel. The latter has evolved considerably since the 1970s. Am I showing my age? Save that question and throw it to me ( if you dare! ) when or if we ever meet. What I would like to point out, however, is that Diesel is an iconic brand that clearly has staying power in the changing world of fashion which can either make or break you.

world of fashion

In 1985, Renzo Rosso bought out Adriano Goldschmied’s interest in the Diesel brand for $500,000. Most classic fashion brands, without using the term classic for the sake of it, have gained the respect and loyalty of their consumer base via a trustworthy reputation for utilizing high-quality fabrics in their garment production. This is one of the reasons why Diesel is such a sought-after brand for multi-functional, every-day attire. It’s affordable and ultimately serves a great purpose; the go-to brand for wardrobe staples that see us through the day and night come rain or shine!


wardrobe staples

cool leather jackets bag

Diesel has a new flagship store along Brompton Road, Knightsbridge – only one-month-old showcasing the latest denim trends, cool leather jackets, and accessories for men and women. I felt rather chuffed when I received an invite to celebrate the store launch on Thursday 1st December. Such a great space – two floors featuring womenswear upstairs and menswear downstairs. I try my best to get to events early as they tend to commence bang-on time!

“This place is heaving!” I thought to myself whilst taking a quick look at the crowd from the main entrance as I checked in with a lady holding an iPad. Upon entering the Diesel store I was suddenly head-to-head with a display of accessories and an eclectic ensemble of clothing against a giant, blue fluffy thing with silver horns and a silver chain. A fashionable monster, I guess, giving me a glimpse of Diesel’s signature gimmicks this season – zips, studs, and rock’n’roll. As I walked through the crowd inquisitively, I noticed an alluring colour scheme as part of Diesel’s current Autumn/Winter 2016 collection – monochrome, black, and red mainly. Statement colours that could potentially transform a shy girl into a confident lass! If you like bomber jackets which are on trend at the moment, then I am sure you’d love Diesel’s monochrome jacket that would compliment any outfit. Top tip from a style blogger who loves to mix and match her clothing – team this bomber jacket with a pair of black jeans, and a plain black/white vest top or a slouchy grey jumper. For a smart/evening look, Diesel has a quirky black dress in cotton and Tulle that would look stunning with a pair of their black ankle boots featuring a silver zip on one side. Don’t forget to team this look with a black leather jacket thrown over your shoulders – eclectic glam chic springs to mind! Yep! You are thinking correctly ( without being annoyingly assuming! ) – you’ll be ready to work it and steal the show.

Diesel store

black leather jacket

black shoes

The night flowed nicely with a DJ spinning funky tunes on the desks. I was spoilt for choice having tried most of the drinks on the menu including a Peach Fuzz, Brompton Spritz, and Shaggy Mule. The canapés teased my appetite. Although the Bresaola beef with parmesan and rocket looked tantalizingly delicious I helped myself to succulent seared tuna instead, and ricotta pine nuts and roasted tomato served in a tortilla wrap – so humbly satisfying.


Diesel store

The new Diesel store is worth a visit so why not treat yourself or go for Xmas-gift inspiration! You will not be disappointed!

Diesel store

Written by @Styleiconnat | Images My Own | #TheLifestyleCollective – “A Unique Expression of A Creative Power”


Style Icon Nat

Award-winner of the 2020 UK Enterprise Awards for most innovative celebrity stylist & lifestyle writer, Natalie is London based. Additionally, she is known for her work as a content creator and launched her blog in 2017 - Style Icon Nat's The Lifestyle Collective. The latter consolidated her creative skills and supports lifestyle, fashion and beauty brands. Natalie's fashion journey began in Harrods and Browns - South Molton Street, where she worked as a fashion consultant. In 2004, Natalie continued her fashion career as a personal shopper in Selfridges and set up Style Icon Ltd (a personal shopping company) in 2005. This led to worldwide travel for private clients, red carpet styling, student mentoring, public speaking at LFW, Clothes Show Live and British Airways corporate events. The end goal is to inspire, motivate and educate people globally. Natalie has a BA (Honours) degree in social policy & politics, PGCE and creative writing certification from Central St Martins.


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