This fall, Diesel and Nicola Formichetti are enlisting a new generation of brand ambassadors and fearless fashion leaders under the banner of #DIESELREBOOT.

#DIESELREBOOT is Nicola’s first project as Artistic Director of Diesel: over the past few months Diesel announced its presence on Tumblr in a typically unique way (dieselreboot.tumblr.com) gathering a community of fresh and brave creatives both on the platform as well as hosting unprecedented worldwide real-world “tumblr meet-ups”.

This innovative approach of celebrating creativity is now the inspiration of FW13 campaign, inviting as the key protagonists some of the carriers of Diesel’s DNA primary particles: freedom, originality, and above all, bravery.

The cast is composed of 18 diverse characters, spanning from a street-cast Bronx pink-haired graffiti artist (Michelle Calderon) to a hyper famous Japanese actress (Kiko Mizuhara), from the elusive electro-house DJ (Bob Rifo) to the female Olympian turned male super model (Casey Legler). Each person photographed was self-styled in Diesel denim and leather – the brand staples – customized by Nicola Formichetti.