In January 2007, Diesel launched their beachwear collection on-line by using the net to showcase underwear models in an unexpected way. The interactive campaign called ‘The Heidies’ won the Grand Prix Award at the Cannes Lions Int’l Advertising Film Festival. At Pitti Uomo in Florence this June, Diesel staged an explosive multimedia catwalk event, which presented its preview SS08 collections on holographic models.

Launched simultaneously in Europe and America, the Diesel online flagship store will offer customers the full range of Diesel apparel, denim, accessories and underwear through an interactive gallery store: The Diesel Style Lounge. Designed in-house by the Diesel Creative Team, headed by Creative Director Wilbert Das, the store features cinematic effects and utilizes digital techniques seen in Hollywood movies such as the Matrix, to showcase 3D models twisting and turning in the latest Diesel looks. It’s the first time customers are able to see on screen how fabrics move and how styles fit on real bodies.

The online flagship store will offer an extensive range of over 1000 items, starting with FW 07 and SS 08 previews. The Diesel Style Lounge interface will change on a seasonal base; new products will be available every month Diesel’s iconic denim will be available worldwide.

Diesel partnered with YOOX Group to guarantee quality and efficient worldwide distribution logistics.