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Diesel Takes It to the Streets—Cyber-Style

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Diesel's new campaignDiesel's new campaign

When Nicola Formichetti stepped into his role as Diesel’s artistic director back in April, he told us that he’d be making some big digital moves. “I want to crowdsource using social media and start getting the armies together, because I can’t do this alone,” he explained, citing Reboot, Diesel’s ongoing Tumblr project, as the first step. Today we learned that the social media maven turned to the micro-blogging site to cast his first ad campaign for Diesel. “I wanted to find people who reflected the diversity of the creative community today and not just the typical model,” Formichetti told WWD. The denim label’s artistic director chose twenty creatives—from graffiti artists to teenage film students—to star in the Inez & Vinoodh-lensed fall adverts. There were, however, a few familiar faces, among them game changer Casey Legler, the first female model to be signed to a men’s division.

Photos: Inez & Vinoodh

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