Loving and learning to understand each other and our differences is not political. This is a basic human need (and want) that we all undeniably crave despite whatever heated political environment we may currently be living in. It’s not uncommon of course for figureheads, brands, or any public figure with the power to reach large masses to use their platforms to promote their political views, but don’t worry. I’m not going there. However, denim goes way back when we’re talking about both fashion and activism, with the Summer of Love days being the first era that comes to mind. Denim stands for creativity, and a sense of individual freedom and expression. Spin it however you’d like, but I am always so warmed to see denim brands sticking to their roots and promoting this kind of powerful positivity whenever they can.
Diesel has always been one of those edgy brands with a loud and profound message in whatever they do. I love them for that, and they always keep it fresh (and thus, me wanting more). It’s almost time for Spring, and their new SS17 campaign screams love and acceptance to overcome communication barriers that separate us all, or personal “walls” in this case. We all have them. We all have a sense of reservation towards those around us, whether we want to admit it or not. Diesel’s new video, by director David LaChapelle, aims to help dispell those barriers in the name of unity and love. How fun is this campaign? I think it’s quite beautiful!
Here is the press release:
Through photographic imagery and a series of global actions #makelovenotwalls is about tearing down the mental and physical walls that separate us, and let all sides come together in the name of unity and love. This happens in a crucial historical moment, where hate, walls and fear seem to prevail.
Diesel wants to tear down these walls showing that a brighter and exciting tomorrow is possible.
“At Diesel, we have a strong position against hate and more than ever we want the world to know that,” explains Artistic Director Nicola Formichetti. “Love and togetherness is crucial in creating a society we all want to live in, and the future we all deserve.”
Committed to diversity and the rights of individuals around the world, the iconic American artist and photographer David LaChapelle collaborates with Formichetti to break down barriers – literally – with a communication platform developed by Anomaly Amsterdam.
Diesel takes on the Wall, a symbol of separation by definition, breaking it down to create strong storytelling throughout the imagery developed around it: walls are built and the Diesel love tank breaks into it with a heart shape, turning a symbol of separation into a happy place filled with flowers for a celebration of freedom and love. Only by doing this, you can be free to be truthful to yourself, free to love who you want.
“From our David LaChapelle campaign featuring two sailors kissing in 1995 until now, Diesel has always and will continue to push boundaries. We need to have the balls to break down barriers in a moment where fear is making the world divided with more walls” says Renzo Rosso, Diesel’s founder.
The campaign’s rainbow-colored inflatable tank will appear in London on February 14th conveying a message of love, before travelling to Milan, Shanghai, New York, Berlin and Tokyo. A military tool stripped of its original purpose, the tank is reimagined as an emblem of hope. A machine that used to divide, now unites.
A film directed by LaChapelle also accompanies the campaign images where rebel ballet dancer Sergei Polunin is united in an outbreak of love with those on the other side of the wall. Both medias feature LaChapelle’s extraordinary energy and color, immersing the viewer in a fantastical, emotional, and thought-provoking panorama, a moment of pure joy with upcoming Danish singer Alex Vargas “Higher Love” track as musical background, a positive anthem.
Talents featured include Sergei Polunin; artist Stefan Meier (whose illustrations feature in the photographic collages); transsexual model Laith de la Cruz; androgynous queer artist Karis Wilde; 2016 parallel and horizontal bar Olympic Silver medalist Danell Leyva; make-up artist and drag star Raja; and transgender model Octavia Hamlett, who won a pageant recognizing her support for other transgender women whilst she was herself homeless.
Shop Diesel here.
This campaign is crazy for Diesel! I mean it fits with their weirdness, but it’s still so different!
Raindrops of Sapphire
Haha right?? It’s always so exciting to see what they come up with next…