Diesel Innovation

Diesel recently innovated themselves once again with their new ss09 campaign. The campaign, which was photographed by John Scarisbrick, is shot in black and white and features a collection of enigmatic and dark scenes with a sinister undertone that evokes thought.

“There are no messages, themes or commentary to understand,” explains Diesel creative director Wilbert Das “Our objective is to intrigue and provoke a thought.”

Diesel was founded by Renzo Rosso in  1978. He wanted it to be a company that took chances and carved out a niche for itself in its field. He surrounded himself with creative, talented people - innovators who, like him, rejected the slavish trend following typical of the fashion industry. He wanted to create the most dynamic and imaginative product available anywhere: he gave his openminded design team broad stylistic freedom, and their mission was to create an apparel line perfect for independent people who follow their own unique path in life and for those style-makers who express their individuality by the way they dress. From the very beginning, Diesel's design team, headed by Creative Director Wilbert Das, turned their backs on the style-dictators and consumer forecasters of the fashion establishment and let their own personal tastes lead them. The company views the world as a single, border-less macro-culture, and the Diesel staff reflects this: a cosmopolitan team that creates an unpredictable, dynamic vitality and energy within the company.

Today, Diesel has become part of the youth culture worldwide.