BE A FOLLOWER

About the Work Influencers. Always on point with the latest trends. Always copping the coolest merch for free. Always attending the coolest parties. Everybody wants to be like them. Our feeds tell us that an influencer’s life must be amazing. But is it, really? For the new Diesel Denim Collection, we needed to show that an effortless life, a life where you don’t try too much be that with your clothes or social media behaviour, is the real mark of successful living. We needed to get people on board with the belief that living a carefree life is better than trying to get social media fame. We launched the SS19 collection by encouraging everyone to BE A FOLLOWER. Through this campaign, Diesel took the attention away from social media’s influential elite, and gave it to the 99%. It’s a celebration of those who don’t try too hard. It’s a reminder that real successful living is an effortless art. Of course, this makes SS19 the perfect opportunity for Diesel to get back to its denim roots, because what’s more effortlessly cool than jeans?