Diesel featured Tumblr users in its Fall 2013 campaign. The campaign - promoted with the #dieselreboot hashtag - is the first from Diesel with Nicola Formichetti as its art director. The ad campaign was shot by Inez & Vinoodh and styled by Formichetti. A total of twenty people were chosen for the campaign. You can see the individual photos and a description of the clothing they are wearing on diesel.com
. There are also video interviews with them on Diesel's YouTube channel, DieselPlanet
Formichetti told WWD
, "I wanted to find people who reflected the diversity of the creative community today and not just the typical model. I wanted the campaign to showcase a variety of characters, people who are beautiful in their own unique way."