Nicola Formichetti landed in Diesel right after his departure from Mugler, becoming a 100% responsible for the image of the well known denim label. Renzo Rosso, owner and former creative director of Dieser Group trusted his vision on a young designer who has proved, more than once, that forward thinking is everything.
Known for his excess creativity through projects including creative direction for the ultimate pop icon Lady Gaga, Formichetti began the so called #DIESELREBOOT a few months ago on a tumblr made specifically for this project. The first campaign under his creative direction was released earlier today and personally I was simply wowed. I'm in love with what he does, because while I am so very bored of it all, the mainstreaming and the same-old pictures/clothes being reproduced, he manages to create things rather than stick to the past. So, on his one way ticket to future Formichetti did saw it coming. The power of the social networks. Promotion through them is practised for quite some time now, but the use of users of such platforms as models for a campaign is ground shaking. A Tumblr casting. And because Diesel is known for its luxurious informality, the chosen ones couldn't just be regular skinny peers, but boys and girls with personalities. Some extra weight and hair dye, tattoos, hip vibe and youth above all. Real people wearing real clothes for the real world. A fashion reboot. 

The campaign was shot by Inez & Vinoodh.