However, if this abundance of activities still doesn't seem to justify the need for a fashion show keep in mind Renzo Rosso's constant need for renewal. 1991 sees the beginning of the famous Diesel advertising campains ; sarcastic, exagerated, caricatural and absurd, they reflect a surrealistic but optimistic universe.

For the past 3 seasons, Diesel has developed Diesel Style Lab, the brand's proprietary experimental studio. This laboratory is on constant alert and in search of new styles and new techniques. The resulting collections surf on a mix of sportswear and designer style and are made for those who like casual wear. The lines are neat and trendy and the materials used are new textiles.

In every show it presents, Diesel Style Lab provides a new setting for fashion. The first two shows took place in London and required a profusion of technical wizardry and the participation of a large number of models. In the first show, using elevators hidden in the ground, the models came miraculously out of the sands of a desert re-created for the occasion in a train station. The second show took place in a skating ring where models skated on the ice.

And now the French market, with Diesel's first time ever show in Paris. Why ? "Because Paris is once again becoming a real creators rendez-vous." says David Goldmann from Girault-Totem, in charge of Diesel's French communication. We can't wait.

Since 1995, Diesel also communicates on the Web through its Internet sites. There you can find additional information.

www.diesel.com and www.dieselstylelab.com