Diesel unveils new social media-cast campaign

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Shot by famed Dutch fashion photographers Inez van Lamsweerde and Vinoodh Matadin, the Diesel Reboot campaign represents Formichetti’s first flurry of artistic activity at the Italian fashion giant, ahead of his runway debut in March.

The campaign shows off a spirited selection of young faces, all of whom were picked by the Japanese-Italian artistic director via word of mouth or after he spotted them on visual heavy social media site Tumblr. The tagline for the campaign, ‘#dieselreboot,’ stamps Formichetti’s desire to shake up the brand over the top of the androgynous looking models. 

Alongside the crowdcast faces, models Loulou Robert, Omahyra Mota and Casey Legler also feature. Legler is of course the Frenchwoman who made history by being signed up as a male model for Ford Model Agency. 

“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,” Formichetti explained to WWD

Formerly creative director at Parisian brand Mugler, the designer and stylist will also be releasing his first capsule collection for Diesel in October. For now you can check out the Diesel Reboot Tumblr for more visual inspiration. 


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