Massimo Piombini is going back to Italy. After three years in charge of Balmain, Piombini, who previously also worked at Valentino will take over as the new CEO of Diesel in February 2020, and will be based at the label’s headquarters in Breganze, in the Veneto region. “Diesel is a unique brand, representing self-expression, creativity and alternative energy. An iconic label that has transformed the industry with its lifestyle approach, pioneering products and revolutionary advertising. I want Massimo to fuel [Diesel’s] engine and take the label where it merits to be,” said Renzo Rosso in a press release. After Diesel’s former Creative Director Nicola Formichetti left, the label’s prevalent approach is based on collaborations with emerging designers like Glenn Marten and A-Cold-Wall. Last year, its sales fell by 19%, down to €810 million. Piombini is therefore faced with a remarkable challenge. Relying on the Red Tag external collaborations project as a foundation, he will have to re-energise a label which was once worth an annual revenue of €1.1 billion. Diesel’s other main assets are its 5,000 employees and 700 monobrand stores worldwide.