PRCO Group was appointed by Diesel to relaunch the brand and drive awareness in the Russian market.
The team repositioned the fashion label as the world’s most forward-thinking luxury denim brand, communicating its sustainability, heritage and authenticity.
PRCO implemented a successful influencer-driven campaign focusing on cultural pioneers within the Russian market and aligning them with the Diesel attitude. These included singers Tima Belorusskih, Olga Seryabkina, Katya Kischuk, Polina Favorskaya and Mia Boyka, and digital influencers Diana Korkunova, Rita Dakota and Maryana Ro.
PRCO maintained momentum by securing regular product placement opportunities and brand news coverage with leading publications, including Vogue, Esquire, GQ and Harper’s Bazaar. A highlight of the campaign was securing an exclusive in-person interview for Diesel’s founder, Renzo Rosso, with Buro 24/7 editor-in-chief Ekaterina Darma.