The brand new Diesel x Nicola Formichetti Neo-Neoclassic Campaign for Pre Fall 2014 is now live! I think it really embodies the Diesel aesthetic actually, it’s very futuristic and strong. From Titian and Tiepolo to Avedon and Arbus, a wealth of visual images was remembered and re-imagined by Nick Knight (photographer) and Nicola Formichetti (artistic director) to complete the new advertising campaign. It did sort of make me feel nostalgic in a way and like I had seen something similar before, so that explains it! Marking the beginning of a new era for Diesel and featuring Nicola’s foundational collection for the brand, the ‘Neo-Neoclassic campaign has a pop amalgam of the classical, the digital and the real.
Following on from the Diesel Reboot, both the foundational collection and this campaign, in many ways, look back to look forward. I think that’s a great concept as it’s always keeping the essence of the brand and never changing too much. Each has its visual roots in the city of Venice – and the Diesel show and event held there on 3rd April 2014 – but just like the city and Diesel itself, both the campaign and collection essentially encompass a view of the past and an innovative route to the future for the brand. Kiko Mizuhara sits easily beside net cast kids and musclemen. All of which are part of the new, democratically ‘glitched’, global community of Diesel. Isn’t it cool?
“We were looking at many of the great images, from fashion advertising to fine art, that have shaped our way of looking at things. We wanted to bring them together – pop Picasso-style! – through the use of the digital medium. In many ways it was looking at the ‘great group shots’ through history, from Michelangelo to Avedon. Now the Diesel Reboot is complete, this is the foundation of the new vision for Diesel. And with new beginnings there is always a certain looking back to look forward, here it appears as a sort of ‘Neo-neoclassicism’ in the campaign.” Said Nicola Formichetti, Artistic Director of Diesel.
“There is a deliberate attempt to look at Italian art throughout the centuries, right back to the Renaissance. It was an idea to bring together great moments in visual culture that we liked. I think what is interesting, while referring to these great moments, is that Nicola is also bringing his ‘glitching’ community; that sense of something global and new. It’s the juxtaposition of the two, of the classical and digital that makes them both feel stronger.” Quoted from Nick Knight, Diesel’s Campaign Photographer.
This week also marks the launch of the brand new collection with Selfridges! To celebrate going into the department store, Diesel have chosen some KEY products from the collection that they’re going to run exclusively with Selfridges until late June where the collection will then roll out to all stores nationwide.
Pulling together a new age of modern classics that fall in-line with Renzo Rosso’s iconic Diesel passion, Nicola has created a series of ‘story’ drops within the Pre-FW14 collection, calling on various inspirations such as the ‘underground’, ‘rock leather’, ‘distressed denim’, and finally, the launch of ‘black carpet’, a rebellious formal wear range – to create a well-rounded beautiful, but rebellious modern day heroes wardrobe. You can see the six KEY pieces in the gallery below. Which do you like the most?