Diesel

Oct 2024

The Fall 2024 ad campaign for Diesel marks a definitive statement in luxury fashion, channeling a raw, tactile energy that bridges the gap between high-concept editorial photography and contemporary streetwear. Under the visionary creative direction of Glenn Martens and the meticulous art direction of Christopher Simmonds, the campaign thrives on a visual language of juxtaposition. Photographer Paul Kooiker captures a diverse cast of models—including Cherella Gessel, Will Core, Marjolein Treep, and Rolf Van Rooij—against a stark, textured cardboard backdrop that serves as an intentionally neutral canvas. This choice allows the collection’s complex material narrative, which features distressed denim, faux-fur, leather, and Y2K-influenced silhouettes, to take center stage. Stylist Ursina Gysi curates an eclectic array of avant-garde textures, from leopard prints to graphic photo-collages, creating a multifaceted look that feels both lived-in and meticulously constructed. The series relies heavily on studio strobe lighting to cast sharp, directional shadows, emphasizing the weight and grain of the varied fabrics. By utilizing a blend of editorial composition and live-action technique, the imagery oscillates between static, sculptural portraits and dynamic, performance-heavy movement. The result is a cohesive, modern aesthetic that feels inherently urban, pushing Diesel beyond traditional campaign tropes into a realm of expressive, fashion-forward storytelling that highlights both the individuality of the subjects and the house's bold, uncompromising identity.

Editorial, Lifestyle

Studio strobe, Natural light

Luxury Fashion Houses, Fashion