New York Fashion Week, that will welcome designer Jennifer Lopez , will witness the debut of another newcomer this season – high quality denim manufacturer Diesel. The Italian company, founded by Renzo Rosso, announced this week that it intends to showcase its latest collection at the New York Fashion Week on February 10, 2005.

“Our decision to participate in New York Fashion Week this season is our way of reconnecting with our philosophy and those that experience it every day,” says Rosso.

“Diesel is a state of mind. It means being international, open-minded, innovative, sexy, ironic and unpredictable. New York is the city with the strongest casualwear orientation and the more in line with the brand’s direction and mentality: it epitomises our philosophy, nothing is done the same way twice. In the past years we have been really busy developing our brand into what it is today. Now the time has come to broadcast these changes to the world.”