In a rather informal statement, Diesel praised the arrival of Formichetti: "Hell, yes! Diesel ignites yet another firestorm by appointing Nicola Formichetti to be the commander-in-chief of the brave army that will spread Diesel's marching orders far and wide."
Renzo Rosso added: "I finally met somebody as crazy as I am," he told Women's Wear Daily. "I have replaced myself and can go on vacation."
Formichetti said to V magazine that he had been in talks with Diesel for a year: "Basically Renzo approached me and said, 'You remind me of myself when I was younger. I want to hand Diesel to you and I want you to make Diesel relevant for modern-day people.' Coming from him it was like, Wow! ... In the '90s Diesel was one of the coolest brands."
At Diesel, Formichetti will be responsible for a "total view" of the brand, including product design, communications, marketing and interior design. His first collection will be presented in Fall 2014.