DIESEL welcomes Spring/Summer 2020 with open arms with the launch of their new For Successful Living campaign.

What is successful living? For DIESEL, it's all about capturing and sharing founder Renzo Rosso's vision of irony, provocation, eccentricity and kitsch for his brand. Spring/Summer 2020 sees DIESEL shape a new narrative with Successful Living sitting centre stage, championing denim which remains at the core of the brand. As a result, denim looks front-run the SS20 campaign, evoking youthful energy that repurposes the brand's original messaging for a new generation in fashion. 

The SS20 campaign film by François Rousselet encourages truthfulness to oneself, with gentle reminders not to take yourself too seriously. Such positive messaging receives playful visuals to match, following a superhero movie actor on set that is having a tough day and not quite nailing his scenes. The transition comes when he steps out of his trailer draped in DIESEL denim, exuding Renzo's bold vision. Photography from Kourtney Roy sits alongside the film, showcasing models taking on X-Men-esque powered poses. 

Take a look at the DIESEL FOR SUCCESSFUL LIVING Spring/Summer 2020 campaign film up top, and stills below, before heading over to DIESEL to shop the collection now. 

All Images via Diesel