Diesel Collection by Daniel Ivarsson in the Shops!
May 21, 2007
A couple of months ago we published on Daniel Ivarsson's diary of his experience in Diesel for the creation of the Diesel Collection on our website (he won the Diesel Award at ITS#FIVE). The diary ended by saying the collection was completed and ready to be distributed. First let's do a short summary and then we'll see what happened after! The Diesel Award gives the opportunity to one of the ITS#FASHION finalists to develop a freely inspired collection of five pieces which will be produced and distributed in Diesel shops worldwide. The importance of such a prize is invaluable. When young fashion designers come out of school, they want to do their own stuff, but less than 1% know exactly what that means, and this is what the Diesel Award does. Diesel gives an award and it teaches a lesson, a very precious one for any fashion designer. |
 Daniel had the chance to get some insight on how a fashion company as big as Diesel works. In the development and production of a collection for the market there are a lot more details to take care of than when you are doing your collection for school (or just for yourself), and a lot more people you have to relate to during the process. For example, you might need to find a compromise between the kind of stitching you would like to use for the shoulder and what the machine can do. Or, they could tell you that the detailing you want on the jacket cannot be done because the final price of the garment would be too high, and therefore you have to find an alternative.And when your collection is finally done and ready to be produced in hundreds of pieces, you have to start working on the communication campaign. |
How are you going to promote it and let people know that it's in the shops? Who are you going to tell? Where are you going to present it and what press are you going to invite?
This is merely a drop in the ocean. There are a lot more things you need to take into consideration and this is why the Diesel Award is so precious for those who win it. It allows the opportunity to reach the international press and show your work (one that carries a label with your name on it!), to a massive customer base that is for sure, but it also gives you the chance to experience how you go from the idea in your head to the collection in the shops, which is a much more complex and delicate process than developing a collection at school.
In these photos you can see the result of Daniel's efforts. It is a translation of the "Odyssey of Black" collection he presented at ITS#FIVE, and there is still all of the rock'n'roll and bikers inspiration with the original romantic twist that Daniel put into it. The slim-fit black jeans for example are gorgeous: at first glance they are very simple but when you have a close look at them you realise that it's the details that count: All of the pockets have a beautiful decoration made of layers of lace. As the jeans get older, these layers start to wear off giving a romantic vintage look that make the pants even more beautiful. The leather jacket also has a fantastic construction that allows it to be worn in two totally different ways: You can wear it baggy style which is more comfortable and then, thanks to the original construction of the shoulder, you can wear it in a more aggressive way. The hoods inspired by the back of the bull have remained, this time in a more wearable translation. |
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Daniel's collection for Diesel has been in shops for two months now. It is available in Diesel stores in Milan, Paris, Berlin, New York, Tokyo, Osaka, London, Brussels and Stockholm. Well, it might not be available any more since in the past years the Diesel collections have always sold out very fast! |
