The Tamesis
Diesel has named a new CEO, filling a position that has been vacant for more than two years. Andrea Rigogliosi, Miu Miu’s latest global head of retail and commerce, will take over the role.
Renzo Rosso, Chairman of the OTB Group, said: “Diesel is an amazing brand that I created and it has always represented a unique force in the fashion world. The creative direction of Glenn Martens has transformed it and rediscovered its most authentic DNA, making the brand fresher and more modern, increasingly loved by the younger generation.” “Recently, I have been closely following the development of the brand with the management team, while we have passed a challenging market phase. I am delighted to welcome Andrea Joining Diesel and together with the team, I am confident that he will further enhance Diesel’s potential at a critical stage in the brand’s development.”
Diesel’s previous CEO, Eraldo Poletto, resigned for personal reasons in February 2023, just seven months after taking the job. He has been promoted to succeed Massimo Piombini, who served as CEO from 2020 to 2023. Rosseau has been in charge of the brand since Poletto’s departure.
Rigogliosi joins from Miu Miu, where he has been working since January 2024. Previously, he served as President of Fendi Europe since July 2021. He also held regional leadership roles at Dior for eight years and worked in L’Oréal’s luxury division for nearly five years.
The appointment comes at a critical time for the OTB Group, which also owns Jil Sander, Maison Margiela, Marni and Viktor & Rolf, and holds a stake in the Amiri brand, among other interests. In February this year, the company revealed that group revenue fell 4.4% year-on-year (at constant exchange rates) to 1.8 billion euros in the year ended December 31, 2024, due to challenges in the wholesale channel.
Diesel has been a bright spot, with revenue rising 3.2% in constant currency terms. OTB attributed this to the success of the brand repositioning strategy launched in 2020, which focused on strengthening the brand image and attracting “heterogeneous” consumers, especially Generation Z. This includes the appointment of Y/Project’s Glenn Martens as creative director. (Martens served as creative director of Y/Project until 2024, and took the helm at Maison Margiela in January 2025 alongside his role at Diesel.)
The success of Diesel’s repositioning is reflected not only in its strong sales, but also in the buzz it generated during Milan Fashion Week. This week, the brand hosted a citywide “egg hunt” to promote its Spring/Summer 2026 collection. Last year it organized traveling rave parties in major cities around the world.
Rigogliosi’s retail experience will be of great benefit: OTB’s strategy is to continue to expand direct channels, which account for 57% of group sales by 2024. In 2024, Diesel made “significant investments” in direct channels, including opening 16 new stores. Focused on Asia, these brands have opened flagship stores in high-potential areas such as Seoul, Hong Kong, Singapore and Tokyo, as well as Bangalore.
Rosso is confident in the brand’s positioning and growth potential under Rigogliosi’s leadership. “Today, Diesel can be considered the only alternative in the world of luxury, embodying values such as inclusivity and accessibility – particularly important at this complex moment for the entire fashion industry.”
