Diesel launches campaign for new “chair executive officer” as CEO Alessandro Bogliolo exits

Diesel CEO

Diesel chief executive Alessandro Bogliolo has vacated his position, prompting the Italian brand to launch a campaign for a new “chair executive officer”.

Initially announced in July, Bogliolo has now moved on to become the chief executive of luxury jewellery and accessories retailer Tiffany & Co.

With his chair at Diesel now empty, founder Renzo Rosso is now fronting a quirky, social media-driven campaign that encourages applicants to showcase they are “good at sitting” in an “important chair” and in a way that’s different from others.

Applications are to be sent via gif submissions on Diesel’s Facebook page, and  the winner will spend a week in the retailer’s head office occupying the most important chair in the business.

“”Our CEO has left, leaving an empty space in our hearts, and in our minds, but most importantly an empty chair,” Rosso says in the video, violin plays in the background.

“So I’m looking for a new CEO – chair executive officer.”

Watch the full video here:

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