Diesel’s new autumn 13 campaign is the first to be unveiled under the brand’s artistic director Nicola Formichetti.
It’s entitled Diesel Reboot, so it would suggest that Formichetti sees this as a new dawn for the brand, and so it should be. But does this, the first tangible piece of output from the former Mugler creative director, really herald a fresh direction for the denim brand?
Let’s do a little experiment: flick through the images in the gallery and see if you can guess which is the new campaign from Diesel’s previous two ads. Got your answer? If you guessed numbers 11, 14, 16 and 22 then well done, Mr Formichetti will be pleased (although the more eagle-eyed among you will have noted the game is given away somewhat by the Diesel Reboot hashtag). We look at hundreds if not thousands of campaigns each season at Drapers, so nuances should be fairly easy to spot, just as knowledgeable readers such as yourselves can spot the differences.
Personally I think Diesel Reboot looks like enough of a move on to satisfy my wanting to see something new from the brand. The creative types Formichetti has recruited from the artistic army he gathered together over on the project’s Tumblr represent a departure from a shiny torsoed, wavy haired chap and a girl who has unfeasibly long limbs, despite the project feeling a touch ‘2010’ in its new mediariness. In terms of the clothes they don’t look particularly revolutionary, but I’ll reserve judgement until I’ve seen the reboot in full.