Diesel's takover at Milan's Rinascente

Since last January 17, Rinascente has opened its doors to Diesel to set up a space featuring the brand's typical red and white tones. From the conclusion of Milan Fashion Week Uomo until Feb. 6, Diesel's now cult logo has taken over the building, also coloring the arched windows of the Piazza Duomo store. The Spring Summer 2023 collection, on sale in the pop-up shop on the lower floor, will be flanked by an area dedicated to relaxation, and a custom cafeteria designed by the brand for its customers.

For the occasion, Diesel and Rinascente have unveiled two limited edition items: the 1DR bag and the 1DR Pod backpack, both in the raw denim that Diesel designed for the Fall-Winter fashion show and accompanied by a label created solely for them. New accessories will include watches, jewelry, and tech items. Instead, dyeing the pop-up and department store windows will be denim designed for the Spring Summer 2023 pre-collection, the ripped Tiger Breaks, the sustainable Diesel Rehab Denim, and beige from the Jacron Patch series.