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Italian denim brand turned lifestyle empire Diesel is as renowned for its advertising campaigns as its jeans. Established in 1978, the brand’s multi-award winning catch line ‘Diesel: For Successful Living’ parodies advertising’s dictum that products will make you happy as well as encapsulating co-founder Renzo Rosso’s confrontational, ironic fashion ethos. Several diffusion brands have launched over the years, including Diesel Kid and 55DSL, opening Diesel's door even wider. In 2013 Renzo Rosso took a step back and Nicola Formichetti came in as artistic director giving the brand a #DIESELREBOOT, which features a capsule collection by Formichetti in homage to Renzo and Diesel. The campaign features up and coming graffiti artists, dancers, actors and other non-models mostly found on Instagram or Facebook by Formichetti himself.


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