Diesel debut Instagram campaign | Marketing

Diesel have launched their new marketing collaboration with Instagram at the Texas film festival SXSW Interative. After four days seing the likes of fashion focused from model Karlie Kloss and Lucky magazine's cheig editor Eva Chen, the final day of SXSW Interactive saw a discussion hosted by Dazed Magazine’s News Editor joined by Diesel’s Creative Director Nicola Formichetti.

The Diesel designer discussed a whole range of subjects from ‘Insta-Identities’ and crowd-sourcing, to the changing nature of photography and the fact that he has sourced everything from his assistant through to the campaign photographer on social media platform Instagram. The talk saw the announcement for the launch of their newest campaign #JogJeans, which will be a series of images which are very relevant to the online consumer of today.

Formichetti said “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.”

The images was taken by artist Doug Abraham (who Formichetti calls his latest obsession after discovering him through the app). Check out his cult account @BESSNYC4 to see fashion imagery from the likes of Givenchy, juxtaposed with subversive S&M and highly sexualise/controversial immagery - certainly not for the faint hearted.

I think this a great step forward for fashion brands utilising social media and tapping into the fast-paced lifes of their consumers, I think we will start seeing more brands altering their strategies to launch social media-focused campaigns

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