The great return of Diesel

Reboot: reboot. The meaning of the new Diesel campaign leaves no room for doubt: the action of renewing the functions (of the personal computer) moves to signify a new era for Renzo Rosso's famous urban and street style brand. The merit, above all, is of the initiative of a fresh and important presence, that of the new creative director Nicola Formichetti (creator of the image and looks of Lady Gaga and recently designer for Mugler). The idea, of course, is to address the creative community scattered around the world, writers, cartoonists, actresses, musicians, and to involve them in a communication project that goes beyond the simple print campaign, splendid, and created by the very popular duo of photographers Inez Van Lamsweerde and Vinoodh Matadin.

The members of the creative community involved have almost always been identified and recruited through Tumblr, one of the most interesting web platforms around. And that's where the project came back, after scouting for talents who served as role models for the campaign. In fact, at the address dieselreboot.tumblr.com you will find visual stimuli, works, illustrations, videos, everything that is creative is part of the new Diesel spirit. The models portrayed by Inez and Vinoodh, the exponents of a new culture from below, underground , there are eighteen, and among them we find Michelle Calderon, a writer active in the Bronx, New York, the Japanese actress Kiko Mizuhara, the DJ Bob Rifo and many others.

The #Reboot campaign is then truly communicative, devoted to sharing: under each photo, in fact, you will find the link or reference to the web platform used mainly by the creative portrait, to discover his activities and maybe get in touch with it.
For the debut of this initiative, Nicola Formichetti has decided to show the works of his creative-influencer-models of exception on the Venice water buses, on the occasion of the 70th Venice Film Festival.