Nicola Formichetti’s first ad campaign as Artistic Director of Diesel showcases the coolest, bravest, and decidedly badass up and coming creatives on the fashion block.


In his first advert campaign as Artistic Director of Diesel, Nicola Formichetti has taken an unusual route — no models. Instead, Formichetti has teamed up with photographers (and directors of Lady Gaga’s Applause) Inez and Vinoodh to create a series of portraits featuring some of the best and most individual up and coming creatives in fashion, art and beyond.

“The idea for this campaign was to merge the classic portrait photographic style featuring the new heroes of today’s generation: the digital influencers and creators,” says Formichetti. “Visually, I wanted to highlight the individual beauty of our community. It was less about capturing fashion and more about getting an insight into these people’s souls.”

Diesel Reboot is the first major project Formichetti has helmed since his appointment at Diesel. Creating a rather unique presence on Tumblr (dieselreboot.tumblr.com), Diesel Reboot brought together a community of fresh, new creatives both online and in campaign presented “meet-ups.” The result were countless new projects and commissions, all created by these artists and innovators, under the Diesel umbrella, showcased in international media publications and credited artworks around the world.

The AW13 ad campaign features a total of 18 individuals, with highlights including Bronx-born graffitti artist  Michele Calderon, Japanese actress Kiko Mizuhara, and Casey Legler, the female Olympian turned top male supermodel (alright, maybe there’s a few models in there). And unlike a regular shoot campaign with a thousand different hands, each star-to-be was self-styled in the brand staples — Diesel denim and leather — customised by Formichetti.

Undoubtedly one of the coolest and more individual campaigns this year, we’ll keep on the lookout for more of #DIESELREBOOT.




Words: Elise Marraro (follow Elise on Twitter @PardonMe_Lissie)