South Africa, May 31, 2022. Denim, sustainability, the classics, a sense of fun: DIESEL is proud to announce its first advertising campaign to celebrate the launch of Diesel Library, the label’s made-to-stay responsible denim line. It is part of the market debut of Creative Director Glenn Martens’ Spring/Summer 2022 collection, which launched in South Africa March 2022.

The Diesel Library embodies a new approach to a more genderless design concept, bringing sustainability to the forefront of the process, a fusion of Diesel’s denim expertise with innovations towards a better future. Every piece in the Diesel library is designed to minimize impact, incorporating responsibly sourced cotton and other environmentally preferred materials and trims, as well as washes and finishes designed to limit water and chemical usage. These include: alternative pumice stone, Ozone and nebulization treatments and mineral dyes.

Diesel Library offers a wide range of iconic, long-lasting wardrobe essentials. Its total denim looks are built to outlive trends —and last for many years to come.

Showcasing a collection made for everybody, for any occasion, Diesel introduces a star-studded cast for Diesel Library — and their many cloned facets. The iconic singer Toni Braxton with her sons Diezel and Denim Braxton; the German-Spanish actor and singer Aron Piper; American artist, actress and model Lauren Tsai; Diesel’s muse and model Ella Snyder; and lastly Diesel’s very own founder and Chairman of OTB Group, Renzo Rosso, makes an appearance celebrating Diesel’s heritage.

The campaign packs a visual punch of inversion and irony — befitting of Diesel’s long-standing irreverence. It explores the concept of multiplicity , with the images consisting of compositions built of every subject in different Denim Library outfits, multiplied many times.

To shop the collection visit: https://diesel.co.za/campaign/unisex/denim-library/.

Photographer & Director: Frank Lebon

Stylist: Ursina Gysi

Art Director: Chris Simmonds

Digital Content Director: Rosie Marks             

Production Designer: Jabez Bartlett