Dive Brief:
- Diesel launched a lingerie and apparel collaboration with Savage X Fenty, the brand founded by Rihanna, according to a press release sent to Fashion Dive.
- The 34-piece collection ranges in price from $30 to $90 and is meant to highlight both brands’ “shared appreciation for inclusivity and unapologetic self-love.”
- The new collection comes as OTB Group-owned Diesel has been targeting Generation Z consumers, which the company said makes up 35% of the brand’s customer base.
Dive Insight:
The capsule launched Tuesday and is available at select Diesel stores worldwide, and six Savage X Fenty stores in the U.S. It is also available online on both companies’ e-commerce sites and at unspecified department stores.
The collection includes lingerie, women’s and men’s underwear and sleepwear. The pieces fit into the Diesel brand’s aesthetic, and feature fishnet and foil prints in red, mesh and camouflage.
Specific pieces include bustiers, bikinis, stockings, tank tops and shorts, each emblazoned with a co-branded Diesel and Savage X Fenty logo.
The collection’s accompanying media campaign, which was envisioned by Rihanna and Diesel Creative Director Glenn Martens, aims to show people of all ages, body types, genders and ethnicities, per the release.
Under the Fenty brand name, Rihanna has released other fashion collaborations, including a sneaker with athleticwear brand Puma last year. The musician and Puma had a partnership that ended in 2018, but later renewed in 2023.
Rihanna remains executive chair of the brand but stepped down from the CEO role in June 2023.
Meanwhile, OTB Group, which owns Diesel along with Jil Sander, Marni and Maison Margiela, has been using the Diesel brand to connect with a younger consumer.
In June, the brand inked a 10-year licensing deal with eyewear manufacturer EssilorLuxottica, and the eyewear made through the deal is meant to target “Diesel’s growing base of Gen Z brand builders” with genderless products.
