Forget lengthy castings, Nicola Formichetti hunts for his models on the world wide web. Remember his Mugler boy, Rick Genest? The one covered zombie tattoos? Well he discovered this character on Facebook and then flew him straight to Paris. So when he was looking for a new campaign star for his first Diesel campaign he got out his laptop and trawled through Tumblr.
Formichetti found his 20 rule breakers on Tumblr, selecting a rainbow of hair colours and body shapes. So we have 15-year-old Helen Primack, a student at the Frank Sinatra School of Arts, and Michelle Calderon, a raspberry-haired graffiti artist. A few models also made the cut, including Loulou Robert and Casey Legler, the first woman who was signed exclusively as a male model. The 6ft 2in tattooed wonder is a big squeeze for Diesel, as she has spearheaded the new wave of androgynous models.
Nicola Formichetti said of his Tumblr crew: 'I wanted to find people who reflected the diversity of the creative community today and not just the typical model. I wanted the campaign to showcase a variety of characters, people who are beautiful in their own unique way.' Characters are Nicola's thing - Lady Gaga is his best friend.
The models wear Diesel basics, leather and denim, for the campaign shot by Inez van Lamsweerde and Vinoodh Matadin. Oh and the campaign will do good things for their Google ranking, as the campaign includes their Instagram names.
But for Nicola the campaign was about more than clothes as he said 'It was less about capturing fashion and more about getting an insight into these people’s souls.' This is the first look at his Diesel vision, as Formichetti's collection by Diesel's DNA will hit stores in October and he will make his runway debut for Diesel in March.
So next time you're creating your Tumblr empire, remember Mr Formichetti might be on the hunt for stars for his first show...