In order to scope out some fresh new Diesel models for the ‘Diesel Reboot’ campaign, fashion director Nicola Formichetti took to Tumblr to find some new talent. Word of mouth spread on Tumblr that the brand was looking for models that would showcase diversity, uniqueness and individual beauty.
Just as hoped, the results of this initiative found 20 very different people to turn into Diesel models, like Michelle Calderon who is a pink-haired graffiti artist and Casey Legler, who used to be an Olympic swimmer.
The campaign further plays up social media by displaying a link to each of the model’s Instagram accounts at the bottom of the page. This campaign will run in the September issue of Vogue, which is not too shabby for their first foray into the fashion industry.
Social Media-Sourced Models
These Unconventional Diesel Models Were Spotted on Social Media
Trend Themes
1. Social Media-sourced Models - Brands can start scouting for fresh new models on social media platforms, such as Tumblr and Instagram, to showcase uniqueness, diversity and individual beauty.
2. Diversity and Inclusion in Modeling - Fashion brands can embrace diversity and inclusion in modeling to attract wider and more diverse audiences and improve body positivity.
3. Influence of Social Media on Fashion - Fashion industry can leverage the influence of social media by tapping into user-generated content and turning ordinary people into influencers.
Industry Implications
1. Fashion - Fashion industry can adopt a more inclusive and diverse approach to modeling to stay relevant and attract wider audiences.
2. Social Media - Social media platforms can expand their influence beyond user-generated content by partnering with fashion industry to provide opportunities for ordinary people to become models and influencers.
3. Marketing and Advertising - Marketing and advertising firms can use social media to scout for fresh and unconventional talent to promote diversity, uniqueness and individuality in their campaigns.