Diesel Black Gold

DBG were one of my very first clients and I was the sole community manager for the brand for 2.5 years. It was also one of the most exciting, with trips to New York and Milan and lots of beautiful clothing!

Diesel Black Gold is the high fashion version of denim brand Diesel – it sits within the Diesel family and creates seasonal collections for men and women, showing at Milan and New York Fashion Weeks.

I worked with the brand as community manager and was tasked with overhauling their social media presence across Facebook, Twitter and Instagram. There was no central manager for the brand online, and as a result the social platforms were neglected and inconsistent.

I helped relaunch the brand’s social media at New York Fashion Week 2011 with the SS12 Womenswear collection. I used Instagram to document the brand’s time at NYFW, from the show preparations to celebrity visitors to the catwalk presentation itself.

After this initial launch, my job was to create content for all platforms, encourage engagement and grow audience numbers. All this was done completely organically – there was no budget for social advertising. I created content calendars to map out each month and utilised the strong brand assets to really push DBG’s social media output.

I attended both New York and Milan Fashion Weeks each season, representing the DBG brand via social media. During my time at Fashion Week I documented all aspects of the Fashion Week journey, sometimes with my own photography and sometimes working alongside a professional photographer. I even got to interview Adrian Brody and tweet Kanye West’s front row appearance!

After growing the DBG platforms from zero to over 20,000 fans, I stepped aside to allow an in-house team take over – I like to think I laid the groundwork for their continued success!