.DIESEL is introducing a new hero sneaker called the Prototype, which also comes as an NFT, as part of an “intense repositioning” of the brand, according to CEO Massimo Piombini.
Before Balmain, the executive spent more than a decade at Valentino as commercial director, and previously worked at other luxury brands, including Bally, Bulgari and Gucci.
The Paris-based Martens, who also is behind the Y/Project brand, is known for his reconstructed denim and avant-garde silhouettes and is tasked with overseeing style, communications and interior design at Diesel. In fact, the company is planning new showroom and store concepts, said Piombini, adding that Martens is working with Berlin-based architect Niklas Bildstein Zaar.
Diesel has not had a marquee talent at the helm since Nicola Formichetti exited in December 2017 after a four-year tenure as artistic director. Piombini admitted the arena is “very competitive and packed,” but Diesel has “a more disruptive positioning” and innovative treatments, materials and fits.
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