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Also in 1994, Rosso reopened the Pelican Hotel on Miami's South Beach strip. The hotel, which was an historical Art Deco building constructed in 1939, had been restored under the direction of his Creative Team[1] after Rosso had fallen in love with the building in 1991 and purchased it one month later.[30] Its kitsch, retro-styled interior with each room being independently designed and different from the others, was considered unique for its time[31] and contributed to Diesel's image of the 'Successful Living' lifestyle. Several years later the hotel was listed by British daily newspaper The Independent as one of the world's "best fashion hotels". Other brands included in the list were hotels by Missoni, Armani, Bulgari and Ralph Lauren, which had all been opened after the Pelican.[32]n the second half of the 1990s, Diesel continued to shatter common marketing rules and began to establish itself as a major brand in the global fashion market. This was a result of Rosso's ambition to always break new grounds[33] and his aspiration to work with most creative agencies and photographers around, including David LaChapelle, Terry Richardson, Ellen von Unwerth, Rankin[disambiguation needed],[11] and Erwin Olaf.[34]
In 1995, Diesel became the first major fashion brand to embrace the Internet with the launch of www.diesel.com,[33] which two years later was followed by the first online store of any fashion brand.[1] Later in 1995 the company also launched one of its most popular yet provocative campaigns ever, featuring two kissing sailors staged at the peace celebration of World War II. Shot by photographer David LaChapelle, it was the first major public advertisement to show a homosexual couple kissing[11] and was published at height of the Don't ask, Don't tell debates in USA, which had led the U.S. Government to refuse entry for openly gay, lesbian, or bisexual persons from military service. In a long article published by Frieze in 1996, the advertisement was credited for its "overarching tone of heavy-handed humor and sarcasm".[35]
In the late 1990s, Diesel began opening a large number of stores around the world, starting with its first ever mono-brand store, located on Lexington Avenue in New York in 1996, which was followed by stores in Milan, Paris and Rome.[1] In contrast to common retail norms of the time, Rosso decided that each Diesel store should be styled independently.[6] Occasionally, he would also collaborate with famous artists in this progress, as in 2003 when he let the artist Stephen Sprouse personalize the Union Square Diesel store in New York with graffiti.[3] Rosso also opened up new locations to showcase the creativity of the Diesel Creative Team, such as the Diesel Denim Gallery in New York and Osaka, Japan. The galleries showcased hand-treated denim of the highest quality and gave exhibition space to young, local artists.[36] The Diesel Denim Galleries were much acclaimed by the fashion press and were described by The New York Times' Suzy Menkes simply as "super-cool".[3]In 2002, Rosso was asked to collaborate with Karl Lagerfeld on a denim collection for the designer's Lagerfeld Gallery.[1] The collection, which was titled Lagerfeld Gallery by Diesel, was co-designed by Lagerfeld and then developed by Diesel's Creative Team. It consisted of five pieces that were presented during the designer's catwalk shows during Paris Fashion Week[8] and then sold in very strict limited editions at the Lagerfeld Galleries in Paris and Monaco, and at the Diesel Denim Galleries in New York City and Tokyo. During the first week of sales in New York, more than 90% of the trousers had already been sold out, even though prices ranged from as high as $240 to $1840.[38] In a statement after the show in Paris, Rosso said "I am honored to have met this fashion icon of our time. Karl represents creativity, tradition and challenge, and the fact that he thought of Diesel for this collaboration is a great gift and acknowledgement of our reputation as the prêt-à-porter of casual wear."[8]
File:Stephen Sprouse.jpeg
Stephen Sprouse at the party celebrating his "Fueled" collaboration with Diesel in 2003
In 2003, Rosso asked legendary street and graffiti artist Stephen Sprouse to do a take over of Diesel's Union Square store for New York Fashion Week in the following September.[3] As part of the collaboration Sprouse designed a series of limited edition jeans, t-shirts and hats, and made a complete makeover of the Diesel store, which meant adding his renowned Day-Glo design to windows, interiors, and outer building exteriors.[39] At the launch of the event, Rosso explained the project as "first and foremost a tribute that we wish to pay to one of the most groundbreaking and far-reaching artists of our time, someone who went beyond categorizations, means of expressions, and gender- a common approach at Diesel."[1]
Source(Google.com.pk)
Also in 1994, Rosso reopened the Pelican Hotel on Miami's South Beach strip. The hotel, which was an historical Art Deco building constructed in 1939, had been restored under the direction of his Creative Team[1] after Rosso had fallen in love with the building in 1991 and purchased it one month later.[30] Its kitsch, retro-styled interior with each room being independently designed and different from the others, was considered unique for its time[31] and contributed to Diesel's image of the 'Successful Living' lifestyle. Several years later the hotel was listed by British daily newspaper The Independent as one of the world's "best fashion hotels". Other brands included in the list were hotels by Missoni, Armani, Bulgari and Ralph Lauren, which had all been opened after the Pelican.[32]n the second half of the 1990s, Diesel continued to shatter common marketing rules and began to establish itself as a major brand in the global fashion market. This was a result of Rosso's ambition to always break new grounds[33] and his aspiration to work with most creative agencies and photographers around, including David LaChapelle, Terry Richardson, Ellen von Unwerth, Rankin[disambiguation needed],[11] and Erwin Olaf.[34]
In 1995, Diesel became the first major fashion brand to embrace the Internet with the launch of www.diesel.com,[33] which two years later was followed by the first online store of any fashion brand.[1] Later in 1995 the company also launched one of its most popular yet provocative campaigns ever, featuring two kissing sailors staged at the peace celebration of World War II. Shot by photographer David LaChapelle, it was the first major public advertisement to show a homosexual couple kissing[11] and was published at height of the Don't ask, Don't tell debates in USA, which had led the U.S. Government to refuse entry for openly gay, lesbian, or bisexual persons from military service. In a long article published by Frieze in 1996, the advertisement was credited for its "overarching tone of heavy-handed humor and sarcasm".[35]
In the late 1990s, Diesel began opening a large number of stores around the world, starting with its first ever mono-brand store, located on Lexington Avenue in New York in 1996, which was followed by stores in Milan, Paris and Rome.[1] In contrast to common retail norms of the time, Rosso decided that each Diesel store should be styled independently.[6] Occasionally, he would also collaborate with famous artists in this progress, as in 2003 when he let the artist Stephen Sprouse personalize the Union Square Diesel store in New York with graffiti.[3] Rosso also opened up new locations to showcase the creativity of the Diesel Creative Team, such as the Diesel Denim Gallery in New York and Osaka, Japan. The galleries showcased hand-treated denim of the highest quality and gave exhibition space to young, local artists.[36] The Diesel Denim Galleries were much acclaimed by the fashion press and were described by The New York Times' Suzy Menkes simply as "super-cool".[3]In 2002, Rosso was asked to collaborate with Karl Lagerfeld on a denim collection for the designer's Lagerfeld Gallery.[1] The collection, which was titled Lagerfeld Gallery by Diesel, was co-designed by Lagerfeld and then developed by Diesel's Creative Team. It consisted of five pieces that were presented during the designer's catwalk shows during Paris Fashion Week[8] and then sold in very strict limited editions at the Lagerfeld Galleries in Paris and Monaco, and at the Diesel Denim Galleries in New York City and Tokyo. During the first week of sales in New York, more than 90% of the trousers had already been sold out, even though prices ranged from as high as $240 to $1840.[38] In a statement after the show in Paris, Rosso said "I am honored to have met this fashion icon of our time. Karl represents creativity, tradition and challenge, and the fact that he thought of Diesel for this collaboration is a great gift and acknowledgement of our reputation as the prêt-à-porter of casual wear."[8]
File:Stephen Sprouse.jpeg
Stephen Sprouse at the party celebrating his "Fueled" collaboration with Diesel in 2003
In 2003, Rosso asked legendary street and graffiti artist Stephen Sprouse to do a take over of Diesel's Union Square store for New York Fashion Week in the following September.[3] As part of the collaboration Sprouse designed a series of limited edition jeans, t-shirts and hats, and made a complete makeover of the Diesel store, which meant adding his renowned Day-Glo design to windows, interiors, and outer building exteriors.[39] At the launch of the event, Rosso explained the project as "first and foremost a tribute that we wish to pay to one of the most groundbreaking and far-reaching artists of our time, someone who went beyond categorizations, means of expressions, and gender- a common approach at Diesel."[1]
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