Diesel

Industrial and classic combine in Diesel’s new Knightsbridge concept store.

As advertising opportunities rise on porn sites and “dating” apps, should fashion brands learn how to hook up?

Chief executive Alessandro Bogliolo explains why he dropped wholesale accounts and is opening more shops to “premiumise” the Italian brand, while also seeking to boost revenues by advertising on porn sites.

Diesel’s upmarket, minimalist sub-brand has opened its first store, which is worlds apart from its parent’s jeans-stuffed shops.

So picture this. You’re a big international Italian denim brand that has a store in Covent Garden and another on Carnaby Street. That’s central London pretty much sewn up, isn’t it?

There’s been a Diesel flagship in the heart of Covent Garden for ages and it’s always been good, if a trifle pricey.

Less than a year into her role, the Diesel chief executive has set her sights on doubling the denim giant’s sales through a revamped womenswear offer.

Nicknamed Dr Denim by his peers, Wade Taylor, UK denim brand manager at Diesel, prescribes the latest trends to Marie Davies

UK managing director, Diesel

Spring 11