Diesel’s Neo-Neo-Classical Campaign
Experimental British fashion photographer Nick Knight has channelled his love of digital in Diesel’s pre-fall 2014 campaign in collaboration with the Italian fashion brand’s directional, internet-obsessed artistic director, Nicola Formichetti.
Titled Neo-Neo-Classical, the collection and accompanying campaign are inspired by fusing the old with the new. The campaign reimagines the work of old Masters like Italian painter and sculptor Michelangelo in glitch graphics, cinemagraphs and gifs, which dominate much of our contemporary visual language. Models – musicians, indie actors and internet stars like Japanese model Kiko Mizuhara – pose stoically against spliced images of strong, defined bodies and dramatic smoke detailing.
“I wanted to portray a new community, a new kind of tribe,” said Formichetti. “These images are neo-neo-classical. They’re a homage to the digital world juxtaposed with the classics.” See Glitch Graphics, Digital Directions, Digital Chromatics and The New Psychedelica for further inspiring digital visual directions.
This is the Italian/Japanese fashion designer’s third campaign for Diesel with its roots firmly in internet culture. His first, #Dieselreboot and #Dieseltribute tapped the new generation of internet creatives and influencers to align the brand with a strong digital identity. Knight captured models with a basic iPhone camera and shots were edited on image manipulation apps like Glitché.
Alluding to the democratisation of the web, this DIY, crowdsourced and curated approach is also further explored in Consumer Creators, Visualise Me: Curation and The Tastegraph, and New Brand Ambassadors.