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Size Matters in Diesel’s New Ad Campaign

Bigger is better in Diesel’s Fall/Winter 2022 campaign. 

Titled “Larger Than Life,” the campaign brings Diesel-clad “giants” to a metropolitan setting. In the campaign images, models wear the brand’s latest Y2K-inspired styles as billboard cutouts superimposed on “jutting architectural towers.”  

Photographed by Johnny Dufort with art direction by Chris Simmonds and creative direction by Diesel’s Glenn Martens, the campaign “creates a bold juxtaposition between the imposing dimension and structure of city skyscrapers and Diesel’s audacious human element,” the brand said. 

“The models’ poses exemplify Diesel’s iconic attitude of optimism, rebellion, sexy and playful irreverence with unapologetic confidence,” it added.

The campaign highlights key design themes that run throughout Diesel’s F/W ’22 collection, including the use of its red and white logo on reversible puffer coats and chunky knits, the new “Big D” belt-skirt, hook-and-eye closures, cutout details and utilitarian belts.

Trompe l’oeil denim adds a playful look to skirts, bags, trousers and shirts. The faux denim is also mixed with real denim. Pure denim pieces are layered with extra texture through look-twice frayed hems at the pocket or waist. Upcycled jersey is bonded to denim to create artisanal “Peel Off” pieces, as if posters have been stripped off a wall.

“Materials clash and contrast, textures are pumped up, every look has freedom and control,” it said.

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Under Martens’ direction, Diesel has been reclaiming its status as a denim marketing machine. The brand tapped Guinness World Records holders to star in its 2021 campaign, used skin as a provocative backdrop for ads promoting the new 1DR bag and recently partnered with the digital music platform NTS Radio to speak to club kids.

The public will get a firsthand look at Diesel’s next collection when it welcomes everyday consumers to Milan Fashion Week. The brand launched an online registration process last week allowing fans to sign up to experience the live show on a “first come, first serve” basis.