DIESEL Spring/Summer 2014 campaign
by Eduardo G.
Spring/Summer 2014 is about discovering that you are not alone. It’s about finding your community online but then stepping offline into a physical reality. It’s about a place where you are understood, where you belong, where you are truly you. Nicola Formichetti’s vision as Artistic Director of Diesel continues to evolve with the campaign for Spring/Summer 2014. Building upon the viral and groundbreaking FW13 #DIESELREBOOT campaign, we scoured the globe for gangs, cliques, families, and tribes in order to find creative microcultures that represent the bravery and ingenuity of the Diesel brand. When put together as groups, the chemistry between the diverse cast helped manifest iconic portraits of style gangs: bikers, cyberpunks, Asian stars, icy blondes, Japanese street-style teens. Disparate backgrounds united by strong points of views led us instinctively to the phrase “WE ARE CONNECTED” – the tagline for the campaign.
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