Viktor & Rolf coats for fall.

Diesel is celebrating its 30th birthday this year, and the label’s owner, Renzo Rosso, has bought himself a great big present. In late July he acquired a majority stake in Viktor & Rolf, with plans to turn the quirky label into a major fashion house by expanding into accessories and opening more boutiques. “What we like most [about Rosso] is his openness toward creativity and out-of-the-box thinking,” Rolf Snoeren, who designs the line with Viktor Horsting, told WWD. Rosso certainly demonstrated this creativity in planning Diesel’s birthday celebration. On October 11, he’ll host 18 parties in 18 cities, including Tokyo, New York, Dubai, Tel Aviv, Athens and London. In supersonic style, Rosso plans to attend one party in Europe and then make his way to the New York fete, which will feature trapeze artists, marching bands, burlesque performers and cowboys.

Photo: Delphine Achard