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Superhero in denim

Not spandex, not exoskeleton. It’s denim. This is what the superhero in François Rousselet’s film is wearing for a clothing brand’s spring/summer 2020 campaign.

Superhero in denim
MODEL OFF-DUTY. Photographer Kourtney Roy captures models in Diesel’s spring/summer 2020 pieces showing their ‘real’ power fueled by confidence. 
It features a superhero movie actor on set, having a tough day and not quite nailing his scenes. Over with it (or rather, after having exhausted his movie director), he heads back to his trailer, changes into his Diesel denim gear, steps out looking way more relaxed, and does the thing he couldn’t do on set but is simply a consequence of who he really is.

The film captures the brand’s For Successful Living campaign which, according to Diesel, is about confidence and the power that comes from finding oneself in both strength and irony. 

Superhero in denim
Fierce, flex, fly for the For Successful Living campaign of a brand that celebrates boldness. 

Superhero in denim

The tagline was created in the early ‘90s when founder Renzo Rosso wanted a phrase that would remain both timeless and true to the growing denim label’s irreverent, bold, and unexpected foundation. The phrase solidified a mantra Rosso had: Never talk down to your customers. Treat them as equals. Involve them in your world. 

The protagonist of the video is wearing a Texan tuxedo made of D-Macs denim with a straight cut and regular waist for a modern shape in heritage wash, embellished with Diesel denim division embroidery on the back pocket. 

Superhero in denim

Meanwhile, the D-Bristy jacket is a contemporary interpretation of the classic trucker jacket, exploring oversized volume and proportion, also in heritage wash. Under the jacket he is wearing the D-East-P shirt, the classic Diesel western shirt in the same heritage wash. 

The look is completed with Diesel sunglasses characterized by a geometric navigator frame, made entirely of acetate, with lenses that extend up to the edge, for a bold, contemporary look. The temples are personalized with diagonal metal inserts that evoke the brand’s industrial style and add personality to the frame. 

Topics: François Rousselet , Superhero , Diesel , Renzo Rosso , D-Bristy

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