Diesel is collaborating with ‘superstar’ DJ/producer and fashion and tech entrepreneur Steve Aoki for the launch of its first Transparency Watch Collection. Aoki will be the brand’s watch ambassador into 2019.
Diesel said its “unconventional” image aligns well with Aoki’s “larger-than-life” personality. Aoki is owner of the Dim Mak record label and event/lifestyle company and is regarded as a disruptive force in the music, fashion and tech industries.
Diesel Creative Director of Licenses Andrea Rosso said: “Steve never stops. He’s always on the move in a very experimental way, which is something very close to the attitude of Diesel. His style and his sense of aesthetic perfectly match the design and the clashing features of this watch, together with its new futuristic approach based on transparency. We’re very happy to have him on board.”
Diesel said its goal of “reimagining the status quo” was achieved with the collection of blue watches. “Drawn from the indigo dyeing of jeans, blue transparency is a natural design evolution for Diesel, a brand rooted in denim culture,” the brand stated.
The new styles feature vintage cream-coloured accents, inspired by denim stitching, on dials and transparent cases which ‘fade’ from blue to colourless.
Aoki commented: “I like to challenge the construct of time. I have to manage, maximise and master my days, and that’s why I connect so well with Diesel watches. I am all about embracing passions and challenging convention, and that’s exactly what Diesel represents. I am thankful the brand is providing me with a platform to further express my personal style and globally represent the brand.”
The global 2018 watch campaigns featuring Aoki were shot by French photographer and publisher Philippe Jarrigeon and styled by celebrity stylist Justin Lynn. The Transparency range is available now in selected stores.