SHOWstudio teams with Diesel and Nicola Formichetti on the campaign for #DIESELTRIBUTE, Formichetti’s first collection since joining the brand and a hand-made homage to the archives of Diesel’s 35 year history.
In a pioneering venture, the campaign was shot by Nick Knight entirely on an iPhone using apps such as Glitché, MegaPhoto and Instagram. The intention was to promote a democratic view of fashion, nodding to the way in which social media has opened up communication.
Nick Knight has a long history of championing new technologies, from 3D scanning to live-streaming. He pioneered the world's first Instagram fashion shoot in 2012, shooting Cara Delevingne live on his iPhone.
Similarly Formichetti is an avid internet user. His personal commitment to utilising Tumblr as a creative discovery tool has been the hallmark of his tenure at Diesel so far; stars of his campaigns have been sourced through the site and he curated the transformation of Paris Galeries Lafayette into an immersive art gallery populated by Tumblr artists. These activities fall under the umbrella of Diesel’s brand re-imagining: #DIESELREBOOT.
The #DIESELTRIBUTE capsule collection is comprised of garments that have been assembled entirely by hand with piece-by-piece construction in Italy. It will roll out in two distinct ranges across the themes of denim and leather. A number of specially made, one-off collector’s items from the shoot are now available exclusively from SHOWstudio Shop.