MILAN, Italy, Jan 15, 2010 (AFP) - Italian casual clothing brand Diesel has named French journalist Bruno Collin, founder of the fashion magazine WAD, as its new artistic director, the company said Friday 15 January.

Photo: AFP/File/Yoshikazu Tsuno

Collin will be tasked with "building a creative team from within and outside the company," Diesel said in a statement.

"Today more than ever, I want Diesel to express its own DNA in a way that's more modern and innovative," said president and founder Renzo Rosso in the statement.

Noting that the fashion world has changed radically in the last few years, Rosso added: "I believe in the idea of combining diverse talents and having them work together: stylists, graphic designers, photographers and artists."

For his part, Collin said he viewed his new role as that of "an alchemist, an orchestra conductor."

"The dynamism of this brand only needs some new channels of inspiration and expression," Collin said.

Dutchman Wilbert Das, the previous creative director, left Diesel at the end of last year after some 20 years with the company.