Diesel Goes to Tumblr to Cast Ad Campaign
The theme of Nicola Formichetti’s first ad campaign as artistic director of Diesel is “reboot,” but it could easily have been “power to the people.”
Instead of focusing on models or actresses with big names, Formichetti relied on Tumblr and word of mouth to cast the subjects of the campaign. The 20 people chosen primarily live in New York, work in artistic fields and clearly aren’t wallflowers, with tattoos, varying body shapes and sizes, colored and shaved hair and androgyny heavily represented.
Formichetti explained the photos are meant to merge classic portraiture with the sensibilities of the current generation of digital influencers. “It was less about capturing fashion and more about getting an insight into these people’s souls. No one captures people better than Inez and Vinoodh. They construct a photo with so much care and compassion to always pay tribute to the subject. Personally, it was a pleasure to work with them because when I was starting out they were my heroes,” he said.  For More
[above: An ad from Diesel’s fall campaign photographed by Inez van Lamsweerde and Vinoodh Matadin. Courtesy Photo]

Diesel Goes to Tumblr to Cast Ad Campaign

The theme of Nicola Formichetti’s first ad campaign as artistic director of Diesel is “reboot,” but it could easily have been “power to the people.”

Instead of focusing on models or actresses with big names, Formichetti relied on Tumblr and word of mouth to cast the subjects of the campaign. The 20 people chosen primarily live in New York, work in artistic fields and clearly aren’t wallflowers, with tattoos, varying body shapes and sizes, colored and shaved hair and androgyny heavily represented.

Formichetti explained the photos are meant to merge classic portraiture with the sensibilities of the current generation of digital influencers. “It was less about capturing fashion and more about getting an insight into these people’s souls. No one captures people better than Inez and Vinoodh. They construct a photo with so much care and compassion to always pay tribute to the subject. Personally, it was a pleasure to work with them because when I was starting out they were my heroes,” he said.  For More

[above: An ad from Diesel’s fall campaign photographed by Inez van Lamsweerde and Vinoodh Matadin. Courtesy Photo]

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