One of Egypt's most popular brands, Diesel, sees sales rise in face of economic downturn, after upping their jeans brand to ready-to-wear high moda; this year with a metallic touch to denim and leather Popular Scottish actor Gerard Butler and Czech model Petra Nemcova had front row seats at Diesel Black Gold's recent show during New York Fashion Week last month. That's the kind of attention the upscale label of the Italian denim brand with attitude has attracted since it was launched in 2008 and its strategy seems to be paying off. Despite the global economic crisis, the premium ready-to-wear lines owned by the Diesel group's holding company, Only the Brave, include Diesel Black Gold, as well as Vivienne Westwood, Marc Jacobs Uomo, Dsquared, Margiela and Viktor & Rolf. The group defied consumer trends and sales rose 20 per cent last year - well ahead of a 4.5 per cent overall growth rate for the entire group recorded in 2010. Still relatively small with annual sales accounting for just 32 million Euros of its total earnings, Diesel Black Gold is destined to see that figure rise further in the future. Greek designer Sophia Kokosalaki is the creative force behind the new label. In only three seasons as creative director, Kokosalaki has taken Diesel from a jeans brand to a designer name with a runway show to rival the major designers at New York Fashion Week. The 2012 spring/summer collection had a strong theme, combining silhouettes with high-tech industrial details and metallic finishes and was well-received by the critics. Diesel is one of Italy's most dynamic fashion brands. Founded by Renzo Rosso in 1978, the company is based in the northern city of Breganze near Vicenza. "[Diesel Black Gold] allows us to be present in the best areas of department stores and as a result this should be good for the entire group," says Rosso. One major theme running through Diesel Black Gold's most recent collection was the silver metallic sheen applied on denim and leather. The process, which may require up to 13 different steps to complete, is all done in-house. The group has a desire to increase sales of women's wear which now accounts for about 30 per cent of the total, but is targeted to rise to more than 50 per cent in coming years so the collection is focused most strongly on female customers. "The collection takes inspiration from male garments, where we are quite strong and makes them feminine and sexy," says Rosso. "This season we are working with the principle of utility dressing."
