Diesel Celebrates Its Core With Spring/Summer 2020 Campaign: For Successful Living

DIESEL introduces its Spring/Summer 2020 For Successful Living campaign. 

But first, a little history. The famous DIESEL tagline was created in the early 90s, when founder Renzo Rosso wanted a phrase that would remain both timeless and true to the growing denim label’s irreverent, bold and unexpected foundation.

The phrase, in just a trio of words, captured Rosso’s vision by wrapping in and connoting: irony, provocation, eccentricity and kitsch. It also solidified a mantra he had: never talk down to your customers. Treat them as equals. Involve them in your world (that was interaction 30 years before it was called so). If you wore DIESEL, you were living successfully. Simple as that.

While the claim has been part of DIESEL’s communications ever since, DIESEL today returns to its nucleus by debuting a new For Successful Living story. Celebrating its core product, denim, it is acquainting a new generation with DIESEL’s original messaging as a challenger of conventions and common places and reminding the world that living successfully means staying true to oneself (making YOUR way the successful way) while not taking oneself too seriously.

The centerpiece of the Spring/Summer 2020 campaign is a film by François Rousselet. It features a superhero movie actor on set, having a tough day and not quite nailing his scenes. Over with it (or rather, after having exhausted his movie director), he heads back to his trailer, changes into his DIESEL denim gear, steps out looking way more relaxed, and does the thing he couldn’t do on set but is simply a consequence of who he really is. Watch the video in the link below to see for yourself. Accompanying photography was lensed by Kourtney Roy, and features models floating, flexing and flying. 

Because, what does it all boil down to, ultimately? That For Successful Living is fundamentally about confidence, and the power that comes from finding in oneself both strength and irony.

The protagonist of the video is wearing a texan tuxedo made by a D-MACS denim, one of new Diesel’s hero fit, with a straight cut and regular waist for a modern shape in heritage wash, embellished with Diesel denim division embroidery on the back pocket. The D-BRISTY jacket is a contemporary interpretation of the classic trucker jacket, exploring oversized volume and proportion, in heritage wash. Under the jacket he is wearing the D-EAST-P shirt, the classic Diesel western shirt in the same heritage wash.

The look is completed with Diesel sunglasses characterized by a geometric navigator frame with a rock soul, made entirely of acetate, with lenses that extend up to the edge, for a bold, contemporary look. The temples are personalized with diagonal metal inserts that evoke Diesel’s industrial style and add personality to the frame.

Film Credits
Director: François Rousselet
Production company: Division
Stylist: Clare Byrne
Music Production: Sizzer  

Photography & Product Videos Credits 
Photographer/Director: Kourtney Roy – Lambert Lambert
Production Company: Lambert Lambert

About Diesel
Diesel is an innovative international lifestyle brand, producing a wide-ranging collection of jeans, clothing and accessories. Since its creation in 1978, Diesel has evolved from being a leading pioneer in denim into premium casual wear, becoming a true alternative to the established luxury market. Despite its growth, Diesel’s philosophy has remained the same: a brand standing for passion, individuality and self-expression.

In the Philippines, Diesel is exclusively distributed by Stores Specialists, Inc., and is located Power Plant Mall.