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Renzo Rosso Repositioning Diesel Black Gold Under Sophia Kokosalaki

>> Under the lead of designer Sophia Kokosalaki, who debuted her first collection for Diesel Black Gold in February for Fall 2010 (with Kate Lanphear styling), Diesel founder Renzo Rosso is in the midst of repositioning the label.

Rosso broke Black Gold off as a separate business division and company veteran Andrea Baldo has been named the label's new general manager. Baldo plans to bring higher quality to Black Gold by using mostly Italian fabrics, tightening distribution (the men's line will be available exclusively at Barneys in the Fall), and creating a new logo, a new shop concept, and more accessories. There will also be dedicated Black Gold advertising campaigns.

As for the core denim »

Fashionista reports that there will also be less focus on denim. “We believe that Diesel Black Gold has in its DNA all the elements of authenticity and the right attitude to effectively connect with the next generation of customers: the millennials." said Rosso. “The new strong and dedicated team will make it happen."

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