When was the last time you saw models look this happy in a fashion campaign? With posing and pouting replaced by somersaults and spontaneity, for their SS15 ads – which premiere exclusively on Dazed – Diesel are injecting the industry with a carefree sense of fun, summed up in the hashtag #DieselHigh. “Sometimes fashion gets very serious about itself,” explains creative director Nicola Formichetti. “We wanted to make smiles viral!” 

Photographed by Nick Knight and styled by Anna Trevelyan, Diesel’s denim and leather heavy SS15 collection is captured in a series of colour-drenched, hyper-energetic shots on models including the vitiligo spokesperson Winnie Harlow (described as “inspiring” by Formichetti, who discovered her on Instagram), the Dazed 100’s only male model Gryphon O’Shea and his IRL girlfriend Charlotte Free.

Diesel’s mission to share the love doesn’t stop at a hashtag. A capsule collection of t-shirts will be available this month, printed with slogans inspired by the brand’s high-on-life campaign. The statement tees carry messages such as “WE SEE THE UPSIDE” and “LOVE IS THE WAY” – serving as a cheeky, sartorial reminder to always look on the bright side.

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