In his new role as artistic director of Diesel, Nicola Formichetti has gone about rebooting the denim brand from the ground up. He has used the power of social media in a big way throughout the process, and in doing so has changed our perceptions of the brand whilst creating a buzz that has made each new campaign update feel fresh and innovative.
Formichetti's new capsule collection for Diesel, the first opportunity we will have to see pieces designed by him in his new role for both men and women, will launch globally on 4th November, and whilst this collection is more of a tribute to Diesel's 35-year-old history, a thank you as you were from Formichetti to the denim brand as he begins to style its history into a new thing, our introduction to the collection will once again take place across numerous social media platforms.
In a bid to create something for the digital community that was the polar opposite of the very handmade clothes he has created for the collection, Formichetti enlisted legendary photographer Nick Knight to shoot the entire campaign using an iPhone. The final images, which have been edited slightly using a couple of apps, are to then be rolled out on specific social media platforms starting next week. Expect to see a number of GIFs on Tumblr, group photos, portraits and 10-second videos they shot starring rapper Mykki Blanco appearing on Instagram, and a longer video with Blanco will also be uploaded to YouTube.