In April Renzo Rosso, founder of Diesel, broke the news that the new creative director of the brand would have been Nicola Formichetti, known for his work with Mugler but especially with Lady Gaga. The first art project of Formichetti, in recent months, has been #DIESELREBOOT: a Tumblr presence through which the brand has gathered a community of fresh and brave creatives, a new generation of brand ambassadors and leaders of fashion without fear (including the graffiti artist Michelle Calderon and the electro-house dJ Bob Rifo).
This innovative approach to celebrate creativity has become the inspiration of campaign Fall-Winter 2013, and today Nicola Formichetti presented a first look at his debut collection of Diesel. Called #DIESELTRIBUTE, for the capsule collection of vests, jackets, jeans and shirts, the designer has used the archives of 35 years of the brand as a starting point, finding in old jeans and patches of bottle caps and eagles.
The collection is divided into two different lines – denim and leather – to be launched respectively in November and February. Each of the 45 pieces is handmade, and includes ready-wear for both men and women , denim, accessories and lingerie. Nick Knight has been hired to shot the campaign, entirely on iPhone, as the pictures will be shared exclusively through social media, without the use of magazines. He will create appropriate gifs for Tumblr, square shots of groups and 10 second video Instagram-friendly and a fashion film for YouTube .