To support the launch of its 2013 Denimize collection, Diesel and its manufacturing and distribution partner Marcolin have created an integrated promotional campaign for end users.
Frames in the new ophthalmic frames and sunglass collection feature denim from the Diesel jeans range on the temples and the fronts.
A new dedicated website (www.diesel.com/denimize) has been created, which will show current campaigns as well as an optician locator. The website and collection will be backed by a digital and print communication campaign.
A series of showcase events at participating practices is also planned - photos from which will appear on the Denimize website.
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