Diesel’s Tumblr Casting Call

The brand's Artistic Director looks to the web for AW13.

Tumblr can be an odd place. In one respect it’s the digital dumping ground of photoshoots from the 90s, and in another it acts as an online portfolio for stylists, photographers, and some.

Then there are all those other strands it feeds too; do you like cats? Space? Maybe sinks are your thing? The list goes on and on and on.

For his first project as Artistic Director, Diesel’s Nicola Formichetti used the platform as an agent, using it to cast the brand’s Autumn Winter 13 campaign. And the results are in.

All part of #DIESELREBOOT – if you’ve walked around London in the last few months you’ll have seen the posters, if not the large building projections around the world might have caught your eye – the images showcase a different kind of model.

People that aren’t models at all in fact. In the same vein of street casting, Tumblr brought Formichetti to Michelle, Lou Lou and Jakob, plus 15 others. Each with their own look and attitude, the campaign provides a strong alternative in a landscape that for the most part, focuses on a single idea.

As well as turning out models for the campaign, Tumblr also offered the Italian label the platform to create their own community, showcasing new talent on their own page.



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