Diesel explores the world of social media with latest campaign

today Feb 4, 2019
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Diesel returns with irony and humor for its new spring 2019 campaign, taking a tongue-in-cheek look at the world of social media. In fact, the campaign celebrates the ready-to-wear brand's followers more than Instagram influencers.

For its latest campaign, Diesel addresses a global phenomenon that shows no sign of waning: the life, success and notoriety of social media influencers. Here though, the brand takes an original approach, shining the spotlight on those who hold the real power -- followers -- rather than attention-grabbing influencers.

Titled "Be a Follower," the campaign pokes fun at the seemingly perfect lives of influencers, who constantly share content on social media, Instagram in particular. Some real social media stars have even agreed to feature in the campaign, including Jennifer Grace (@thenativefox), Kristen Crawley (@kristennoelcrawley), the Amiaya duo (@amixxamiaya) and (@ayaxxamiaya), Elias Riadi (@eliasriadi) and Bloody Osiris (@bloodyosiris).

The campaign images and short films show the tricky and often absurd situations that the stars of the web find themselves facing when sitting down to eat, dating or traveling, for example. Each of these scenes is contrasted with a second scenario, in which an ordinary person experiences the same situation with serenity and spontaneity, while also clad in the brand's clothing. All of which goes to show that the real power belongs to followers.


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