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Translated by
Nicola Mira
Published
Apr 29, 2022
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Diesel to stage show in Tokyo on June 9

Translated by
Nicola Mira
Published
Apr 29, 2022

The first physical show staged for Diesel by designer Glenn Martens, held in Milan on February 23, will be replicated in Japan featuring the same setting made with giant inflatable dolls. The Italian jeans label owned by the OTB group has in fact scheduled a show in Tokyo on June 9 to present its Fall/Winter 2022-23 women’s and men’s collections, with the addition of a number of new looks, as Diesel told FashionNetwork.com.
 

A Fall/Winter 2022-23 look by Diesel - © PixelFormula


Diesel has confirmed the announcement made by Glenn Martens to the Italian media, without disclosing anything further about the event’s venue.

It simply added that it will coincidentally open a pop-up store in Ginza, the Japanese capital's luxury shopping district, launching the Diesel Studio project. The latter is “an interactive project that explores and tells the story of Tokyo’s mixed cultures through a venue hosting events and initiatives,” said Diesel. 

Beyond this specifically targeted Tokyo initiative, choosing Japan for the next show seems fully logical and consistent with the strategy of Renzo Rosso’s group. Japan is one of the most important markets for OTB, accounting for 25% of the group’s revenue, which in 2021 reached €1.53 billion. Above all, it is a key market for Diesel, which operates more than 100 directly managed monobrand stores in the country.
 
Moreover, after two years marked by the pandemic, when Japan was virtually closed to international visitors and notably Chinese tourists, the country has regained momentum earlier this year, its luxury sector in particular. Hence the importance for Diesel of making its presence felt on the Japanese market as it gets back on the growth track.

 

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