Diesel Underwear Revolution “Hero Fit” Collection

Diesel presents the Hero Fit, a revolution in men’s underwear. Contemporary and comfortable, Diesel’s newest fit is shaped with a focus on fabric, form and function. Melding a natural textile with technical savvy, the Hero Fit features a duo of iconic men’s underwear styles constructed with extreme comfort and pure softness, a boxer brief and classic briefs. Breathable, natural cotton fiber Modal, soft and comfortable on the skin, is cut into body defining fits that skim and flatter the torso. This new contour defining construction shapes and enhances at the front and lifts and defines at the back.

Diesel’s Hero Fit debuts with a selfie campaign set to implode Diesel’s digital channels and social media. Models wearing the Hero Fit capture themselves in situ, in unexpected, skin-bearing shots. The provocative portraits channel Diesel’s iconic bold and energetic spirit. Customers are encouraged to post their own Hero Fit selfies with the dedicated hashtag #DieselHero.

“We wanted to do something sexy and raw. The Hero Fit campaign takes the brand’s message to social media in a cool and unique way.” Nicola Formichetti said.

The Hero Fit will have dedicated visibility in London’s influential department store Selfridges. For a month in August, specially appointed lightboxes in the Oxford Street flagship will showcase the line.