Diesel has teamed up with creative agency The Sunshine Company and photographer Ewen Spencer to create an ‘evocative and authentic’ club-themed campaign for the brands Track Denim range.
The campaign intends to embody Diesel’s ‘worn and torn’ aesthetic and evoke the ‘uncensored and liberated togetherness’ of a nightclub in all its ‘sweaty glory’.
The news comes a month after eBay announced that it would become Love Island’s first pre-loved fashion partner.
All still photographs and film-bits shot for Diesel’s campaign were produced by ‘iconic’ subcultures photographer Ewen Spencer, who was enlisted by The Sunshine Company to bring the campaign to life.
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“Embracing the ‘worn from the street to the club’ attitude of comfort embodied by the unisex collection – which features jersey hoodies and trackpants, through to bodysuits and tank dresses in iconic denim washes – the campaign places Diesel firmly back on the dance floor,” Diesel added.
The films will run across the clothing brand’s social and digital channels, aiming to reassert Diesel’s rooted heritage in music and club culture.
“Ewen Spencer was the perfect partner to capture the energy of these moments, in an authentic way that’s tonally fitting for the brand,” The Sunshine Company chief creative officer, Ed Warren, said.
“The attitude, comfort and versatility of Diesel’s Track Denim collection gave us a perfect opportunity to put the brand back on the dance floor, reasserting Diesel’s club culture heritage and reestablishing the brand’s roots in a way that connects with new audiences.”
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