DIESEL’S new campaign transforms perspective into an exploration of multiplicity, community and shared cultures. Rooted in Diesel’s values of freedom, self-expression, diversity and inclusivity, it transcends borders and remains an open story.
The latest chapter in the visual collaboration between creative director Glenn Martens and art director Christopher Simmonds begins in the studio but is completed around the world. Photographer Verity Smiley-Jones shot models wearing looks from the Diesel FW26 collection against a red background.
Diesel in Rio. Photograph: Sergio Richard
Enlarged into life-sized cardboard cutouts, they are then shipped across the globe, travelling from London to New Delhi, with stops in Shanghai, Cairo and Rio de Janeiro, where they are placed in real-life settings. While the cast remains the same, local photographers on the ground embroider the images with their distinctive eye. Every street, rooftop, beach and market introduces new characters. Curious passersby become part of the story.
Diesel in Shanghai. Photograph: Fish Zhang
The journey unfolds one city at a time. In London, Erika Kamano shoots new accessories, including the D-ONE bag and D-COCCO stiletto sandal, among the people and pigeons of Piccadilly Circus. In Shanghai, Fish Zhang photographs 3-D Denim and vivid Bicolour Leather in scaffolded street scenes, alongside the new regular-fit D-Heel jean. The ancient Egyptian pyramids provide an awesome backdrop for Wrinkled Boiled Knitwear and Creased Denim, shot by Malak El Sawi on a rooftop in Cairo.
Diesel in London. Photograph: Erika Kamano
Halfway around the world in Rio, Sergio Richard takes the campaign to Ipanema, photographing Wrapped Up in Concert Print Ts, plaid, and the spikey-faced Stinger Watch with beachgoers, the iconic Dois Irmãos mountains on the horizon. The journey concludes in New Delhi, where Megha Singha captures trompe l’oeil cable knit denim and Cut Out Floral Knits on a rickshaw tour of the cacophonous capital.
A common thread throughout the world tour is the D-ONE, Diesel’s new bag of the season introduced on the FW26 runway. A slouchy leather silhouette with buckled leather straps inspired by worn belts sliding through denim loops, its versatility is designed to go wherever you go, an ideal companion for all of life’s adventures.
by Chidozie Obasi