Bread & Butter F/W 10 - Denim Part 1

Denim is the big focus at B&B and the big names are all here with their giant stands. G-star traditionally has one of the biggest stands where the Dutch brand also showcased its new collection with a runway show and party.

Dark industrial denims mixed with knits and outerwear make up G-star's Fall 2010 collection. Primary brights were used as pops of color to highlight against the sea of grey and black in the collection, producing a more futuristic and austere collection from the almighty Dutch powerhouse label

Joining this season was Diesel that took the opportunity to launch its new 2010 marketing campaign Be Stupid with a huge closed stand and opening night runway show and after party. 

Inspired by the 'post-luxe aesthetic' Diesel's denim offer a fresh approach to authentic and unique wash treatments and jeans adorned with tiny swathes of zips as a key detail. In the mainline collection that has shown on the runway on the opening night to coincide with a gigantic party, it was Diesel's signature rock look fused with military styling and 90's club brights.

 

The rivalry is strong between the two denim giants but Diesel has an edge in terms of fashionability and branding message.