If you read magazines at all, chances are you have already seen the ad on the screen above. Fashion brand Diesel teamed up with rapper Common to promote their latest fragrance “Only the Brave” which comes in a fist shaped bottle complete with two-finger ring, naturally.
Last night Common played a Diesel-promoted show at Capitale, located on the Lower East Side of Manhattan, and SoJones was on hand live for the red carpet action. Attendees included those who obtained tickets through a Macy’s/Diesel promotion as well as various celebrities and socialites.
Although the show was slated to begin at 9 P.M. Common did not show up until well after that. In the meantime, a few models trickled across the red carpet, as did some intermittent rain. Fashion models that attended included The City’s Olivia Palermo and Sessilee Lopez. Gossip Girl’s Michelle Trachtenberg was in the mix as well.
Of course, Common also showed up.
Common aka Lonnie Rashid Lynn, Jr. performed a similar show in Los Angeles when the fragrance was initially launched in May of this year. During the LA event, Common was able to give some commentary as a response to criticism for his endorsement of the fragrance. Common, claiming that he has always been a fan of the brand, stated:
“I’ve always thought Diesel was a progressive, fresh brand—it has a classic feel, but pushes the envelope,” Common explains. “I wanted to partner with Diesel because that’s really what I’m about too—to be an individual and an artist, it takes both bravery and courage.”
Diesel did a great job organizing and executing the event, rain and all. For a show that was in the middle of the week and with patchy NYC weather, the show had a great turnout.
Jacob has been writing about Urban lifestyle for 6 years. He enjoys hip hop music and keeps following current fashion trends.