While we are on the topic of brands/music, we give you the 55DSL DJ party

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55dsl, the “bad boy” of the Diesel stable, is launching in China.  To announce the fact, we have (another) invite only DJ party, this time featuring Steve Aoki and Diplo.

It’s gonna be fun (probably), exclusive (probably), transient (definitely), and just another branded party in Shanghai.

55DSL brings Steve Aoki and Diplo to China

It seems strange that Diesel are obviously spending lots of money on 2 DJ’s huge on the world scene, and yet choose to do no promotion.  They are clearly positioning 55dsl as an “underground” brand, but we feel that they are taking it to an extreme.  Rather than leveraging the show in the online and offline community, it seems that they are falling into the “fashion brand” trap of inviting Shanghai’s party ABC list to another club with a fashion show.

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  • FundBucker

    Will they use the loitering ladyboys from Park 97 to model the clothes? Does any Chinese person know who Steve Aoki is? Or maybe they’d originally booked DJ AM? Will the first 55 gakked out ABC’s also qualify for the limited edition t-shirt? I hope they have the same sexy dancer chicks as last year’s meaningless event at 798 featuring, um, Steve Aoki! Though I probably won’t be invited.

    I work for a competitor, but here’s one piece of friendly advice: When your “China Launch” promo material is all in English, it’s time to sack your marketing hoochie.

    FB

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