Nicola Formichetti, formerly of Thierry Mugler and Lady Gaga’s one-man-styling operation, and no stranger to using tech to get ahead in fashion, is debuting his first collection for Diesel today, with a host of notable tweeters in the audience.
The Fall/Winter 2014 line, which is also the first full, elevated ready-to-wear collection the brand has ever offered, is making an unusual entrance by being launched in Venice, outside of any Fashion Week. Besides drawing attention to the clothes with the unconventionally timed and located show, Formichetti and his team at Diesel are boosting the launch with Twitter plants.
Fashion notables like Franca Sozzani, Anna Della Russo, and bloggers Suzie Bubble and Chiara Ferragni are answering questions over Twitter starting two hours before the show, which starts at 8 pm (in Italy). For Formichetti, the Twitter tech support team is a smart publicity move, and demonstrates a more sophisticated take in the designer’s digital repertoire. Use the hashtag #DieselVenice to chime in.