12/15/09 - Sex sells, and Diesel are using it to show us their new denim campaign. The alchemy of fire and water inspires the spring summer 2010 washes and treatments for both men and women. Fire denim recalls the distressed and burned jeans worn by fire fighters, using specialized techniques...

The alchemy of fire and water inspires the spring summer 2010 washes and treatments for both men and women.
Fire denim recalls the distressed and burned jeans worn by fire fighters, using specialized techniques developed to create a battered, charred and toasted effect. Get that hero look without having to dive into blazing buildings!

The opposing water group creates a cool liquid feel with blue and azure; shades range from dark indigo denim to hard bleached pieces. Items bear the traces of droplets and splashes, using a salt cellar to handpaint the denim with different hues. Denim lovers and purists will choose Blue Eyecons – Diesel’s most experimental washes - conceived for male shapes and demonstrating the highest levels of craftsmanship and expertise. ‘Blue’ refers to denim obviously – but ‘eyecons’ are what these pieces will become among the jeans collecting community. Jeans junkies won’t want to miss a chance of getting their hands on these wearable works of art – wrecked by hand for your pleasure.

The treatments involve several different stages, with more than half a dozen processes that take up to ten hours: hand abrasions, sophisticated bleach and spray treatments, the use of different soaps and resins, squeezing, scrubbing, stone washing and sandblasting: you name it and one of these Diesel iconic pieces has been through it!

The most summery part of the collection captures the very essence of casual wear. The season will be refreshed by brightly coloured denim in shades of light blue, pink, orange and green. A new approach to fit and volume will cool down the hottest months. For girls, a light denim cloth is used for low-waist pyjama and Turkish style jeans. Wearers will dream of an exotic interlude as they navigate the urban landscape in these ultra comfortable designs.

New styles for girls also include ‘Zivy’, slim jeans with a zip at the ankle, ‘Clushy’, slim with zipped pockets and ‘Totta’, boot-cut with flap pockets. For men, a special mention goes to the new ‘Tazy’ style that hugs the waist, with a looser cut at the thigh leading to a slender calf and ankle.