Diesel’s been experiencing a dramatic renaissance ever since creative director Nicola Formichetti took control in 2014. True to the Nicopanda designer’s trademark ethos, his approach has been one that embraces what’s happening now and capitalizes on the popularity of mainstream media culture.
For SS ’16, Diesel’s campaign plays off nearly every online platform and fad, from Tinder swiping to Snapchat filters, Instagram selfies to sexting. Set to the SWAAY cut “Pay My Rent” by Joe Jonas’ pop group D.N.C.E., the clip is easily the most exciting we’ve seen this year—a visual playground, devoid of pretension. Watch, below: