From The Straits Times    |


Diesel Tribute ©Diesel – Facebook (http://www.facebook.com/Diesel)

Set to launch on November 4, 2013, the new denim capsule by Diesel’s artistic director Nicola Formichetti remixes some of the brand’s classic pieces.

The “Tribute” collection saw Formichetti hitting the reference books for his retro, biker-style capsule collection: “I went through all the [Diesel] archives and factories, found all these amazing old patches and scraps and so I made this little collection only using denim and leather,” he told Buzzfeed.

But if the collection looks to the past, the associated campaign has both feet firmly in the future with an innovative use of social media and new technologies. “So I’m thinking to myself, how can I show this off in a new way? Well, maybe I can do something purely online. I want to get straight to the Diesel consumer; I want to be experimental,” explained the Japanese-Italian stylist and designer.


Diesel Tribute ©Diesel – Facebook (http://www.facebook.com/Diesel)

Perhaps most interestingly, all of the striking campaign images were shot and edited on an iPhone. Formichetti picked out fashion photography legend Nick Knight for the project, who was happy to get on board with the concept:

“Nick is so confident – he said sure, let’s use an iPhone. And we just chose a couple of apps that we like. One is called Glitch, and the other is called Megaphoto. We just took the photos and [edited them] with those apps.”

And like the stars of the recent Diesel Reboot campaign, most of the models were found by Formichetti on tumblr or discovered by chance, rather than cast through traditional agencies.

The collection will hit Diesel stores and online from November 4, 2013. Check out more on the Diesel tumblr. – AFP RELAXNEWS