Consumers fall in love with a brand and it's important for a brand to develop and stretch itself to provide for their consumers. I don't suspect that a customer will walk into a store to buy a pair of jeans and end up buying a sofa, but it's about providing loyal consumers with a choice to create a lifestyle.

Diesel pioneered the idea of luxury denim, and we still drive this market. But it encompasses more: the consumers love the brand, the lifestyle, the mentality of Diesel.

I'm tired of advertising! I'm looking for new solutions that make people laugh and amuse. Italian creativity is too narrow, it still hasn't overcome the dichotomy limits between heaven and hell.

We are combining elements like tuxedos and workwear, for contrast; some looks also are based on 30s-era inspirations.

I am continually influenced by the feeling that music culture captured in the late 60s - for my generation, it was a time to rebel, against our parents, against everything.

Everything can draw inspiration: a vintage cloth, a book, a street-when I was in Japan, I was deeply inspired by Japanese pharmacies.

It's playing with the idea of what musicians wear when they play live, especially focusing on the evolution of what a musician wears when they first start their career, when they are young and wild, to how they dress when they become famous and more polished.