DIESEL introduces its Spring/Summer 2020 For Successful Living campaign.
But first, a little history. The famous DIESEL tagline was created in the early 90’s, when founder Renzo Rosso wanted a phrase that would remain both timeless, and true to the growing denim label’s irreverent, bold and unexpected foundation.
The phrase, in just a trio of words, captured Rosso’s vision by wrapping in and connoting: irony, provocation, eccentricity and kitsch. It also solidified a mantra he had: never talk down to your customers. Treat them as equals. Involve them in your world (that was interaction 30 years before it was called so). If you wore DIESEL, you were living successfully. Simple as that.
While the claim has been part of DIESEL’s communications ever since, today DIESEL returns to its nucleus by debuting a new For Successful Living story, celebrating its core product, denim; acquainting a new generation with DIESEL’s original messaging as a challenger of conventions and common places; and reminding the world that living successfully means staying true to oneself (making YOUR way the successful way) – while not taking oneself too seriously.
The centerpiece of the Spring/Summer 2020 campaign is a film by François Rousselet. It features a superhero movie actor on set, having a tough day and not quite nailing his scenes. Over with it (or rather, after having exhausted his movie director), he heads back to his trailer, changes into his DIESEL denim gear, steps out looking way more relaxed, and does the thing he couldn’t do on set but is simply a consequence of who he really is.
Because, what does it all boil down to, ultimately? That For Successful Living is fundamentally about confidence, and the power that comes from finding in oneself both strength—and irony.
Film Credits:
Director: François Rousselet
Production company: Division
Stylist: Clare Byrne
Music Production: Sizzer
Photography & Product Videos Credits:
Photographer/Director: Kourtney Roy – Lambert Lambert
Guille López at Pop House photographed by Andrei Zozulya-Davidov and styled by Adriano Batista with pieces seen at Gran Canaria Swim Week, in exclusive for Fucking Young! Online.
The Nike exhibition at Vitra Design Museum is a deep dive into the brand’s design history, showcasing its evolution from a small startup to a global powerhouse through innovation, performance, and collaboration.
Canadian artist Kris Knight returns to Galerie Alain Gutharc with his latest solo show When The Sun Hits, presenting from October 12 to November 16, 2024.
Calling all rebels and loyal subjects alike! Eastpak unveils a stellar collaboration with the Star Wars™ saga, bringing iconic characters and imagery to your everyday adventures.
Designer Monique Fei explores the intersection of craft and couture, transforming traditional shapes and techniques to create wearable sculptures that interrogate their own material and making process.
Set to launch on October 10, this collaboration will feature iconic DC characters like Batman, Superman, and The Joker, reimagined through Songzio’s distinctive aesthetic.
Arsenal and Aries have joined forces for a limited-edition collection, aptly designed for the “Arsenal Faithful,” blending the club’s rich heritage with Aries’ signature street-luxe aesthetic.
Tanner Richie and Fletcher Kasell, the design duo behind Tanner Fletcher, unveiled their SS25 collection “The Artists Dilemma” as a museum exhibit in a Chelsea gallery.
LỰU ĐẠN, the personal oeuvre of Hung La also behind Kwaidan Editions, hosted its Seedy Chinatown Hideout during Paris Fashion Week at the iconic ChinaTown Belleville.
