#DIESELHIGH

It’s rare to see a smiling face in high-fashion commercial, but in the latest Diesel campaign models Winnie Harlow, Charlotte Free, Gryphon O’Shea, Kiko Mizuhara, Sabrina Ioffreda, Bruce and Surren Senevirate team up and have fun with photographer Nick Knight. The campaign brings us the best easy-going style by artistic director Nicola Formichetti and the images make us feel like we’re hanging out and partying. Limited retouching makes the campaign naturally beautiful and lets the youthful cast shine. The hashtag #DieselHigh has been widely used online for this campaign and with all the infectious happiness the ad provides, it is easy to see why it is going viral.

“There are so many crazy things happening now that you don’t see people just having fun any more. The challenge was to work with an avant-garde photographer, Nick Knight, and get him to do something he’s rarely done – which is shoot people smiling. It feels spontaneous, like they are selfies and he’s just the one snapping the photo.” – Nicola Formichetti

written by Michelle Zhao

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