That we were fashionistas was already known, which is why we did everything we could this year to be at Pitti Uomo in Florence in June. In the infernal bedlam of the scorching heat of the Cradle of the Renaissance.
Thanks to a fresh but immediately rich relationship of depth and feeling, we were able to organise a 3-day event to celebrate DIESEL's presence in the most infamous week of the Italian fashion biz.
We then worked closely with the "super girl power" team of via Stendhal to organise a "special shop opening" to launch the renovated shop in via Degli Speziali, where we exhibited an exclusive series of shots taken by David Lachapelle and organised a continuous flash mob of dance and performances.
And then we partied. Every night. For three evenings. At the Circolo Canottieri in Florence, the most sought-after Pitti location. Performance and DJ SET. A giant tank inflated with love. Prosecchini and beers. Dim lights and flowers everywhere. Lots of sweat on the dancefloor and lots and lots of PR. Hard work, but someone had to do it.