The work was developed in collaboration with David Lachapelle the project included film, art exhibitions, wall takeovers in fifty countries, pop-up inflatable 'love tanks.' It features Ukrainian ballet dancer Sergei Polunin, along with a trans-gender model Laith de la Cruz; artist Karis Wilde; Olympic silver medalist Danell Leyva; drag star Raja; and transgender icon Octavia Hamlett and collages by artist Stephan—who also make a cameo in the ads, wearing nothing but Diesel boots.
With high street failing footfall plummeting, it was clear we needed more than just an advertising campaign to help flip the trend. Unfortunately, we haven't yet got the chance to get to the heart of the problem. Rethinking the brands business model and how to sell (mostly) $500+ jeans — but we have a couple of great ideas in the pocket.