London College of Fashion students ‘take over’ Diesel’s Covent Garden store
London College of Fashion students have collaborated with Diesel to take over its flagship Covent Garden store with a unique design concept spread across three floors.
The flagship takeover will run until 12 September and follows a design competition where Diesel worked with several student groups at LCF before picking the final design. The winning design by Eshaan Dhingra, Griselda Ibarra, Irene Rodriguez, Laksamee Jong, Maxime Laprade celebrates the history of Covent Garden and the flowers girls that made it famous.
The takeover features a flower market on the ground floor and flower crown tutorials on the first, which are sponsored by florists Grace & Thorn. The lower ground floor hosts a male grooming station and jazz band and incorporates the themes of a gentlemen’s club.
Bethan Alexander, MA Fashion Retail Management course leader, managed the collaboration with students from the MA Fashion Entrepreneurship and Innovation, MA Fashion Curation, MA Strategic Fashion Marketing and MA Fashion Media Production courses. The partnership is part of Diesel’s ongoing commitment to foster young creativity.
Alexander said: “Diesel were an amazing collaborative partner- enthusiastic, embracing and immersive with the students and faculty throughout the process. They provided an incredible learning opportunity over the 15 week partnership with the winning group not only flown off to Diesel HQ in Italy but to have their ideas brought to life for the entire month of August in store. It doesn’t get much better than that!”
