Diesel unveiled its new Spring campaign, BE A FOLLOWER. Everybody wants to be an influencer today. Becoming known on social media can lead to fast fame and vast fortune. But will it last? And, more importantly, are we sure that influencers really believe in what they’re promoting?
With this in mind, Diesel took aim at the clichés of social media by emphasizing where the real power exists: in the hands and the feeds of the followers.
“We’re not judging influencers—we’re just looking at the phenomenon of social media through a different lens.” In keeping with its practice of breaking the rules, Diesel brings to life a multi-subject campaign with real influencers who are familiar enough with the brand (and the concept) to be self-ironic about the clichés and pitfalls of living an “Instagrammable” life. With, of course, denim as the central icon.
Jennifer Grace @thenativefox, Kristen Crawley @kristennoelcrawley, the twins @amixxamiaya and @ayaxxamiaya, Elias Riadi @eliasriadi and Bloody Osiris @bloodyosiris recognize the exaggerations of their digital personas—and each of them is OK with a little self-deprecation, poking fun at their “social” lives. Multiple vignettes show these Insta-famous people in jarring or awkward situations—with each clip then cutting to a non-influencer, worry-free, living effortlessly and easily in their Diesel denim. Because, ultimately, no matter how famous you are on social media, it’s your followers who matter the most.
To further illustrate why it is better to BE A FOLLOWER, dozens of additional pieces of video content, directed by Ali Ali and Ahmed Tahoun of Good People Films, were created. A selection of key visuals by Toiletpaper’s Pierpaolo Ferrari and Maurizio Cattelan – which also include Diesel’s watches and eyewear categories –complete the message. The campaign’s overall creative concept and execution was handled by Publicis Italy.
For the first time, the work of more than 60 artists who have lived and created at the TOM House will come together in FXLK PLAY: Mythmaking, Devotion, and Mischief, an exhibition opening September 12, 2025, at Long Hall in West Hollywood’s Plummer Park.
There’s something raw and electric in Last Exit on Bethnal, the new collaborative project between London producer/DJ Hannah Holland and filmmaker/photographer Lydia Garnett.
The Phantom of the Opera has chosen his designer. Nicola Formichetti has been appointed Director of Masks for Masquerade, the new immersive Phantom experience coming to New York.
Kwir Nou Éxist project, a photo installation conceived by model, actress and activist Raya Martigny and her partner Edouard Richard, is now on view until July 25 in the iconic Tuileries Garden in Paris.
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“It’s an honour to work with Burberry,” Wu said. “The brand’s dedication to its heritage and innovation results in pieces that never fail to amaze. I look forward to discovering what we’ll create together.”
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Turn the page. Breathe deep. Your pupils are already dilating. The high is coming.
Issue 26 brings together two electrifying covers that take the dopamine dive from Sadiq Desh captured by Cris Cerdeira to multidisciplinary visual artist and photographer Tomás Pintos’ cover story, Besos hasta agotar stock (Kisses Until Sold Out), developed from the live performance creating a space where glamour
meets exhaustion.
