When word first spread of Hedi Slimane working on a Diesel red campaign, it originally looked like Diesel had pulled off the fashion scoop of the century. The idea of Diesel, the brand more associated with premiership footballers than fashion icons, working with Hedi Slimane was too weird to be true. Apparently Hedi thought so too, putting out a statement saying that he had “no interest at all in Renzo Rosso’s group, let alone Diesel”. Ouch. He could have just denied it.