I wouldn’t call myself a Diesel fan, but I really like Nicola Formichetti’s first ad campaign as new Artistic Director of the brand. Instead of using models or famous actresses, he looked for his subjects on Tumblr. The 20 people cast feature 18 individuals of all shapes and sizes, they have colored and shaved hair and are often androgynous. Always nice to see something else than the usual white, blonde, thin 18-year old. You see, it can be done.
Formichetti said that he “wanted to find people who reflected the diversity of the creative community today and not just the typical model.” He continued: “I wanted the campaign to showcase a variety of characters, people who are beautiful in their own unique way. It was less about capturing fashion and more about getting an insight into these people’s souls. ” The campaign was shot by Inez van Lamsweerde and Vinoodh Matadin.

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