It’s finally here. Following the initial announcement, here is Nicola Formichetti’s first foray as Artistic Director for Diesel. Granted, it is being dubbed Diesel’s “Second Life”, which insinuates a complete brand overhaul…which I suppose is fair considering the digital clout that Formichetti is bringing to the table.
Diesel Reboot, or aptly tagged #DIESELREBOOT is being described as the inception stage in the full blown reinvention of the Diesel brand. It’s essentially a digitally based community (on Tumblr) where Formichetti is enlisting a new generation of brand ambassadors to submit imagery, inspiration, ideas and art to help create a new set of iconography for the brand. It feels fresh, for the brand at least, but the concept itself is basically a simple crowd-sourcing and idea generation campaign.
You can check out the initial visuals below and what has already been submitted on Tumblr. Oh and whilst you’re there, make sure to visit KARLISMYUNKLE’s evolving moodboard on Tumblr at www.karlismyunkle.tumblr.com.
