Nicola Formichetti casts Tumblr users in Diesel ads
It's encouraging to see that Nicola Formichetti is still challenging mainstream portrayals of beauty and fashion now that he's artistic director for corporate Italian label Diesel. For the brand's fall 2013 campaign the theme is "#DieselReboot."
The models for the print campaign are Tumblr users who displayed a style that caught Formichetti's attention.
"I wanted to find people who reflected the diversity of the creative community today and not just the typical model," Formichetti said in WWD. "I wanted the campaign to showcase a variety of characters, people who are beautiful in their own unique way."
20 models were chosen and photographed by Inez & Vinoodh, long associated with Formichetti. It looks like the campaign will really introduce an edgier, less commercial side of Diesel which Formichetti has said he hopes to usher in.
"Mugler was all about creating luxury, and fantasy, and bringing the dream and the entertainment into an already existing brand," Formichetti told Style.com. "At Diesel, I want to talk straight into people's hearts, people in the street."
He admitted that the brand hasn't had the most fashion-forward image in recent years.
"The thing is that I want Diesel to be relevant again. I want it to be the place, the brand, the jean. It used to be that, and it kind of lost its touch. Maybe it became too big or--I don't know. It wasn't really on my radar. But I realize when I come here to the headquarters, it's insane. I mean, they have a whole denim floor, and they're constantly making samples and new ideas, and the workmanship that goes into these jeans is incredible."