Nicola Formichetti Reboots Diesel for Fall

By  August 20, 2013

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We weren’t kidding when we said that Tumblr has become the hot spot to find new talent. Furthering our belief that social media has received fashion’s stylish seal of approval is today’s news that Nicola Formichetti took to Tumblr to cast Diesel’s fall campaign.

His first order of business as the brand’s new commander-in-chief was to “reboot,” Women’s Wear Daily is reporting. Instead of using only models to shill his fall wares, he chose to use normal, everyday people of various heights, shapes, and sizes. People like 22-year-old graphic artist Michelle Calderon, 15-year-old aspiring filmmaker Helen Primack, and 23-year-old photographer Benjamin Ackerman joined models like Loulou Roberts and Casey Legler, the former Olympic swimmer who broke gender barriers as a women being contracted as a male model in the campaign.

“I wanted to find people who reflected the diversity of the creative community today and not just the typical model,” Formichetti told WWD. “I wanted the campaign to showcase a variety of characters, people who are beautiful in their own unique way.”

We can expect to see the ads, shot by Inez van Lamsweerde and Vinoodh Matadin, in the September issue of Vogue before running in more glossies this October.

“It was less about capturing fashion and more about getting an insight into these people’s souls,” Lady Gaga‘s former stylist said. “No one captures people better than Inez and Vinoodh. They construct a photo with so much care and compassion to always pay tribute to the subject.”

We like the direction that Diesel’s new director is leading the brand!