Partnering with Guinness World Records.
Glenn Martens’ Diesel are upping the anti for Spring/Summer 2024 as the Italian outfit debut their latest creative endeavour, putting forward a new campaign for the sunnier months ahead.
With the beginning of the spring season officially starting today, what better way to start things off than by taking a look at what Diesel have to offer, with their creative lens consistently snatching the attention of the fashion community. For this newest venture, Diesel continue their longstanding partnership with Guinness World Records with the ‘Welcome to Successful Living’ campaign, being lead by art director Christopher Simmonds and photographer Johnny Dufort as an “[…] ironic homage to a classic TV talent competition.” Furthermore, the show itself uses a “live” studio audience, a panel of judges and entertainment galore to put a host of individual talents on display, all of which stretch the limits of the imagination and push the boundaries of successful living.
The non-conformist contestants encapsulate the free-spirited nature of Diesel whilst actually being authentic Guinness World Record (GWR) title holders that were personally chosen by Glenn Martens. For example, contestants range from No. 48 Aristotelis Valaoritis, who is the GWR title holder for most wine glasses balanced on the head, and contestant No. 13 Liberty Barros who holds multiple flexibility records such as most chest to floor backbends in 30 seconds to contestant No. 31 Jim Arrington, the oldest male bodybuilder at age 91. Of course, the wardrobe of every member of Diesel’s SS24′ campaign comes draped in standout looks from the brand’s newest collection, with bleached summer denim, collegiate-inspired cotton prints, “nude” statuette dresses, and runway lingerie pieces leading the way.
Take a look at Diesel’s Spring/Summer 2024 “Welcome to Successful Living” campaign below and shop the collection now.
PHOTO CREDIT: Johnny Dufort/Diesel
