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Nicola Formichetti debuts Diesel campaign with Instagram artist collaboration at SXSW 2015


After four days packed with fashion focused talks from the likes of model Karlie Kloss and Lucky Editor-in-Chief Eva Chen, the final day of SXSW Interactive saw a fireside discussion hosted by Dazed Magazine’s News Editor Zing Tsjeng with Diesel’s Creative Director Nicola Formichetti.

The designer discussed a whole range of subjects ranging from ‘Insta-Identities’ and crowdsourcing to the changing nature of photography and how he’s sourced everything from his assistant through to the latest campaign photographer on Instagram. “This square is becoming very important now, you can’t just do a vertical or horizontal image. The images you create need to be more modular, there’s this new composition that can fit onto any platform.”

He also announced the launch of Diesel’s newest campaign #JogJeans today; a series of images that he refers to as looking “very internet”.

The work was shot by artist Doug Abraham, who Formichetti calls his latest obsession (and who he discovered of course via the image sharing app). His cult account @BESSNYC4 splices together fashion imagery of the likes of Givenchy and then juxtaposes it with subversive S&M and highly sexual imagery to create a new sort of collage artwork.

Said Formichetti: “Today we’re launching our new #jogjeans campaign for a new product that is a jersey that looks like denim, and so we asked Doug to do these beautiful collages. You can see it looks very special and intimate. He uses this app called Udoodle on his ipad, and when we shot the campaign he didn’t even come with a computer.”

The campaign is now visible on billboards in New York and London, incorporating the #JogJeans hashtag into the images, a trend that many brands have adopted over the last few seasons. Formichetti admitted however he doesn’t want to see this two years from now. “Fashion should be moving forward and always doing new things, so in a way the #jogjeans tag that we did, we put it really small in the picture almost making fun of it. It became part of the photo, it became an art element in it.”

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