Diesel Apparel Turns To Social Media To Cast New Ad Campaign
For the new Diesel apparel ad campaign, instead of focusing on models and actresses with star power, the denim brand relied on Tumblr and word of mouth to cast the faces that would ultimately represent the brand. Of the 20 people selected, they varied in size, style and body shapes. One model that particularly caught our eye was Michelle Calderon, a 22 year old graffiti artist with pink hair. They also selected Helen Primack, a 15 year old blue haired aspiring filmmaker and student and Benjamin Ackermann, a photographer, musician and collage artist. They did select a few models but the non-models are the story that we’re interested in.
When asked why this route was selected to choose models, Nicola Formichetti, Diesel’s Artistic Director had this to say:
“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.”
When asked about the photos for the ad campaign, Formichetti replied, “It was less about capturing fashion and more about getting an insight into these people’s souls.”
The ads can be seen in the September issue of Vogue.