DIESEL launches new F/W16 fashion campaign #forsuccessfulliving with Terry Richardson

Under the artistic direction of Nicola Formichetti, DIESEL rapidly began its ascent as one of the most rebellious fashion labels around the globe. Having established himself prominently within the global fashion industry primarily by interacting with millennial consumers via social media, Nicola set the precedent for taking DIESEL into the virtual world.

Campaign Overview


  • DIESEL unveils its brand new project with audacious fashion photographer Terry Richardson christened #forsuccessfulliving
  • The belief is that good advice is great advice when shot under the creative direction of Terry
  • The project consists of a series of 50 motivational phrases relating to the DIESEL philosophy, each #forsuccessfulliving visual is a tip about living well, staying true and doing things differently such as #9 Be Brave; #13 Never Tire and #40 Have Fun
  • Digital influencers around the world such as Baddie Winkle and Chiara Ferragni have posted on Instagram in support of the campaign (references attached)

Key Campaign Highlights


  • The campaign is shot by renowned photographer Terry Richardson known for his iconic work with international publications like Vogue, Harper's Bazaar & brands like Jimmy Choo, YSL, David Webb and many more
  • The casting represents all kinds of people – street cast models, different generations, different skin tones and body shapes
  • Its main focus is to spread the message of belonging giving the feeling of an extended family



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