Although Diesel relocated its New York flagship from Fifth Avenue to Madison Avenue about two months ago, the brand waited until Fashion Week to throw an opening party. “This is the week that all my friends are here!” said Diesel artistic director Nicola Formichetti. “New York [Fashion Week] is the week that everyone comes from around the world. And also nobody is as fashion-obsessed as New Yorkers during Fashion Week. The people here know how to dress up and they know how to party.”
“Fifth Avenue was too mainstream for us,” said founder Renzo Rosso of the move. “We wanted to do a concept that felt fresh, that felt now. That’s also why we hired Nicola a few years ago. The brand was tired; I wanted to refresh it. I showed him the DNA of Diesel, and he refreshed everything.”
Part of Diesel’s DNA has always been music—after all, what rock star doesn’t need a good pair of jeans? So naturally, the best way to celebrate the Madison Avenue store was to rent out a mansion a few blocks north and turn it into a musical extravaganza. Brian Newman’s jazz band played in one room; Mia Moretti and Margot played in another; and Joe Jonas in yet another. The headlining performer of the evening, however, was Travis Scott. “I love the edge of Diesel; it’s really a lifestyle. It’s just dope and always fresh,” Scott told Vogue.com before taking the stage. “I don’t really do too during much Fashion Week, only the things I like. Like Alexander Wang earlier; man, that was dope. Alex’s energy is just insane.”
Every square foot of the sprawling mansion was packed with guests, including Coco Rocha, Naomi Campbell, Charli XCX, Atlanta de Cadenet Taylor, Hannah Bronfman, Chiara Ferragni, Hari Nef, Gigi Burris, Virgil Abloh, Adam Selman—the list went on and on, and many stayed dancing until well after 2:00 a.m.
