Diesel has named a new CEO, filling the role that has been vacant for more than two years. Andrea Rigogliosi, most recently global head of retail and commercial at Miu Miu, will take up the position.
“Diesel is a magical brand, which I founded, and that has always represented a unique force in the fashion landscape. Glenn Martens’s creative direction has transformed it, rediscovering its most authentic DNA and making the brand fresher, more contemporary, and increasingly loved by younger generations,” says OTB Group chairman Renzo Rosso. “Recently, I have closely followed the brand’s development with a team of managers, while we navigated a challenging market phase. I am delighted to welcome Andrea to Diesel, and, together with the team, I am sure that he will further enhance Diesel’s potential at a crucial stage in the brand’s evolution.”
Diesel’s last CEO, Eraldo Poletto, stepped down for personal reasons in February 2023, after just seven months in the role. He had been promoted to replace Massimo Piombini, who was CEO from 2020 to 2023. Rosso has been steering the brand since Poletto’s departure.
Rigogliosi joins from Miu Miu, where he has worked since January 2024. Previously, he was the European president of Fendi from July 2021. He also spent eight years at Dior in regional leadership roles and almost five years at L’Oréal Luxe.
The appointment comes at a pivotal time for OTB Group, which also owns Jil Sander, Maison Margiela, Marni and Viktor Rolf, and holds a stake in the Amiri brand, among other interests. In February 2025, the company revealed that group turnover had declined by 4.4 per cent year-on-year (at constant exchange rates) to €1.8 billion in the year ended 31 December 2024, due to challenges in the wholesale channel.
Diesel has been a bright spot, with revenues up 3.2 per cent at constant exchange rates. OTB attributed this to the success of the brand repositioning strategy launched in 2020, which focused on strengthening its identity and attracting a “heterogeneous” consumer, with an eye squarely on Gen Z. This included appointing Y/Project’s Glenn Martens as creative director. (Martens, who until 2024 was also creative director of Y/Project, took the helm at Maison Margiela in January 2025, alongside his role at Diesel.)
The success of Diesel’s repositioning is evident not only in its robust sales but also in the buzz it creates during Milan Fashion Week; last September, the brand hosted a city-wide “egg hunt” to promote its Spring/Summer 2026 collection. Last year, it organised a series of raves in major cities from Tbilisi to Rome.
Rigogliosi’s retail experience will be useful: OTB’s strategy is to continue expanding its direct channels, which accounted for 57 per cent of group sales in 2024. In 2024, Diesel made “significant investments” targeting direct channels, including 16 new store openings. These focused on Asia, with flagship stores opening in Seoul, Hong Kong, Singapore, and Tokyo, as well as high-potential locations such as Bangalore.
Rosso is confident in the brand’s positioning and growth potential under Rigogliosi’s leadership. “Today, Diesel can be considered the only alternative to the luxury world, embodying values such as inclusivity and accessibility — particularly significant in a complex moment for the entire fashion industry.”
