Diesel champions itself on challenging conformity – it always has. This season is no different, as the brand attacks the very notion of perfection. Its new campaign rages against society’s obsession with flawlessness; especially on social media, where perfect images of everyone’s ‘perfect’ life have become almost unbearable.
The concept behind Diesel’s fall/winter campaign is to ‘go with the flaw’. That is, to embrace your imperfections and something that makes you unique and exciting.
“I was fifteen years old when I made my first pair of jeans by hand. Of course, they weren’t perfect. But that made them special – and unique, like everything we have done across our history so far”, says Diesel founder Renzo Rosso. “I have always been more interested in imperfection because it stands out from the crowd.”
The brand chose director François Rousselet to help tell its story. The director has previously worked for Snoop Dogg, Madonna and The Rolling Stones. What makes this short film notable, however, is its choice of models.
“Being unique is much more beautiful than being perfect,” explains Diesel Artistic Director Nicola Formichetti, who was more concerned with finding people with interesting features, over traditional ‘beauty’.
The Diesel fall/winter 2017 campaign available in Diesel boutiques right now.
