The innovative folks at Diesel continue to power their branding through dynamic art collaborations. Following last year's exhibition with celebrity photographer Terry Richardson at the Hong Kong International Art Fair, the Italian denim and casualwear brand this year collaborated with provocative Italian artist Maurizio Cattelan. The 51-year-old created a special edition of the avant-garde magazine Toilet Paper for Diesel, a title he co-founded two years ago with photographer Pierpaolo Ferrari. Instead of booking a booth inside the Convention and Exhibition Centre for the art fair, Diesel staged the event at their Planet Store on Queen's Road Central. Images from Toilet Paper were shown as an in-store exhibition. A self-taught artist, Cattelan is considered one of Italy's most sought-after contemporary artists, fetching high bids at auctions worldwide. His work is famous for its dark and playful twists - Pope John Paul II felled by a meteor - mocking the art world as much as himself. At the opening party last week, the artsy crowd - as if their schedule weren't hectic enough during the art fair and numerous gallery openings - made time for the in-store event to check out the artworks and be inspired. Glamorous guests such as Taiwanese singer-songwriter Sandee Chan, Canto-pop star Andy Hui Chi-on and actor Aarif Lee came out to party sporting a spiffy selection of Diesel's artful creations from the new spring/summer fashion collection.