First Look At The #DIESELTRIBUTE Campaign

05 November 2013 by

Newly appointed Artistic Director Nicola Formichetti has come on board the Diesel train with a whole bunch of new ideas to reboot the denim brand. For his first Diesel ad Formichetti side-stepped lengthy castings and found his models on Tumblr (yes, really!) But now he has ditched the professional equipment altogether and shot the whole thing on an iPhone. 

These are no average Instagram snaps though, as the campaign for his #DieselTribute collection was taken by legendary photographer Nick Knight (Formichetti calls him 'a fashion god), and his team at SHOWStudio. Denim vests, quiffs and winged smoky eyes have never looked so good. According to Diesel the 'campaign focuses on the glitching capabilities and filters of today’s best in class photo and video apps, and translates the languages of social media into a new visual concept.' Translation? Formichetti's got this generations priorities down to a tee. And also? Someone needs to invent a Nick Knight filter ASAP!


'This collection is my homage to the DNA of Diesel,' explains Formichetti. 'It’s a thank you, almost like a love letter' he tells 'It was a mixture of archive pieces, old patches and studs and old denim pieces. I patchworked all the history into one capsule collection' ( The first to be given access to the previously untapped Diesel archive in Breganze, Italy (jeal? us?) which holds pieces from across the brand's 35-year history, Nicola reportedly immersed himself in thousands of pieces from previous collections, emerging with a 45-piece capsule collection of jeans, jackets, vests and shirts - all painstakingly hand-crafted in denim and leather and accessorised with bottle tops and eagle iconography.

'Visiting the Diesel factories in Italy was incredible. The decision to use these found materials from the archive in a new way was immediate,' he says, emphasising the cross-over between both the new and the old, a feat aided by a multi media, cross platform campaign with iPhone shot photos customised specifically to the social platforms where each will be shown. Talk about forward thinking!


The 45-piece capsule collection is in stores now, while the leather capsule will follow in February 2014. We can hardly wait to drench ourselves in it.


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