Dazed’s former creative director Nicola Formichetti is a busy man. Alongside his job as Diesel’s artistic director, he’s in charge of another brand: Nicopanda. Described as “the punk Hello Kitty for the millennial generation”, this label served up an offering of Harajuku sportswear last season – a collection which was inspired, in Formichetti’s own words, by the “disco mood of happiness”. For Nicopanda’s latest campaign, the designer has teamed up with photographer Yuki James and cast a group of Instagram It-kids – from 21-year-old student Fernando to 17-year-old artist-slash-stylist Syd. We asked him to tell us a bit more about it:

Who are these people?

Nicola Formichetti: Friends, creatives who we admire and Instagram pen pals.

What inspires you about them?

NF: They’re all extremely talented in their own creative field, and they are expressive, beautiful and sexy in their everyday life. I call them the Heartbreakers because each one of them has their own beautiful tender allure – some power that can make you fall in love.

How did you meet them?

NF: Yuki has been curating this group of subjects via his gorgeous Instagram and brings out the beauty and sensuality in each of them. Many have been friends of the brand since its inception and some are new friends!  

What was the shoot itself like?

NF: The shoot actually took place in my apartment in the middle of moving out to my new space, so all the props were my personal items. There was something amazing about the idea of stopping a move and using your fashion magazines that you’ve been packing in boxes for a background of a fashion shoot. 

Why is diversity important to Nicopanda?

NF: Nicopanda is for everyone, so diversity is sort of a no brainer. If you love the pieces, wear them! Nothing else matters.