Diesel opens Flagship Store in Frankfurt

Brighter, cleaner and ready at last: After what seemed like an eternity to me, Diesel finally managed to open a new flagship store in my hometown Frankfurt. To create a larger sales area in the landmark building, which is centrally located at Rathenauplatz between Zara and Cafetiero, Diesel has integrated the space of the former Faber Castell and Escada stores. On almost 400 m² the vast store now hosts the complete Diesel fashion and denim collections, as well as Diesel shoes, bags and the high fashion line Diesel Black Gold. Not to mention that the collections are awesome as usual, I am particularly struck by the interior design. The furnishings combine steel, wood and vintage elements which almost duped me into a spending spree.  

Renzo Rosso, founder of the label, continues to promote innovation at the heart of comfort and proves that the denim and tailoring can coexist with elegance. For the FW13 womenswear collection, Diesel started from the basics by recalling the most successful pieces of the past two years. The overall theme for the current collection “Tough goes sensual” includes items with functional cuts and shapes drawn from the military world, given a feminine allure thanks to soft fabrics that trace a woman’s body. Based on the same belief this collection is stronger than ever: luxurious yet relaxed and full of innovative textures.