Diesel, Samsonite Unveil First Co-branded Luggage Collection

MILAN — Modern travelers have become accustomed to luggage inspection, but their attention may now be diverted as they wait their turn in line at airport security checks — taking a peek at Diesel and Samsonite’s new semitransparent suitcases.
The Italian company has signed a yearlong licensing agreement with luggage manufacturer and retailer Samsonite to develop a line of co-branded baggage and travel-oriented items, making their debuts Monday.
The lineup of semitransparent luggage and backpacks combines a black base gradually fading into transparency and featuring an acid yellow mesh lining allowing for extra privacy. In keeping with Diesel’s irreverent take on communications, the co-branded collection is flanked by an advertising campaign playing on the juxtaposition of private and public.
“The idea behind this collaboration and its campaign is fueled by our current era: we live in a time where the balance of what we share versus what we keep private is constantly in flux. Inevitably, all of us live part of our lives in public — be that through social media, our work, our social groups,” commented Andrea Rosso, creative director of Diesel licenses and the son of Diesel and OTB founder Renzo Rosso.
“Yet with the rise of the digital age, awareness of

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Rachel Meadows

Rachel Meadows

Trending topics news writer who enjoys cooking, walking her dog and travel.

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