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
The 9 finalists for the Best Designer award have been officially announced, every one of them dominated by their creativity, celebration of traditional crafts, and commitment to the environment.
Dubbed “Where did the innocence go?”, this capsule alludes to the childlike innocence that withers while growing up and to the nostalgia that one can feel about it.
On the occasion of his No Stylist world tour, Destroy Lonely worked closely with 1017 ALYX 9SM’s Matthew M. Williams to design a limited-edition capsule collection.
Featuring 16 pieces of exceptional works from U.S.-based artists, the exhibition celebrates creativity as a means to escape from the noise of everyday life and find beauty amidst chaos.
Inspired by a day spent on Oregon’s scenic Deschutes River, taking in views of wildlife and lush landscapes, this new spring collection aims to pay tribute to all that Columbia’s backyard has to offer.
Albarella unveiled its Fall/Winter 2023 collection titled “HUNTY”, inspired by the designer’s own experiences while growing up queer in Southern Italy.
The campaign is rooted in the conceptual threads that characterized the label’s seminal SS23 runway show “Celebration”, which served as both a celebration of life and of new beginnings, weaving together essential aspects of Virgil Abloh’s design legacy into future-forward creations.
Rethinking, reanalyzing and redefining are part of the lexicon of this collection, which intends to show the most fragile and, at the same time, strongest and most secure part of our personality.
A collection designed for everyone based on the principles of circularity: eco-designed, with mono-materials and sustainable materials that make these garments able to be recycled and give them a second life at the end of their life cycle.
“Many people repeat the past. I’m not interested. I prefer evolution.”
Interviews with football player Ansu Fati, designers Marine Serre, Grace Wales Bonner, Anthony Alvarez from Bluemarble and Colm Dillane aka Kidsuper; Singer Tamino and actor Kieron Moore.