Coolhunt 4 – New kind of campaigns
Diesel’s artistic director Nicola Formichetti has cast Jillian Mercado for the new Diesel Campaign. She is an renowned fashion blogger, who suffers from muscular dystrophy and is sitting in a wheelchair.
Once again Diesel has chosen an unconventional model.
In the campaign ”We are connected” you can see Jillian in a denim dress, bright red lipstick, striking bright blond hair and in an electric wheelchair.
In an interview with Elle.com she says: ”If I would have any purpose with this, it’s to let people who are in a similar position as me know that anything is possible. If you want to be an astronaut, go be it! With hard work and some initiative, anything can happen”.
Formichetti: ”My campaign for Diesel has shown that anyone can wear the brand. You don’t need to be a supermodel or millionaire: you can wear these garments, regardless of who you are or how you look.
The campagin is photographed by the acclaimed duo Inez van Lamsweerde and Vinoodh Matadin.
Diesel has a also a remarkeble campaign at this moment. They didn’t use models, but they used self- detected women witch they found via Instagram and Tumblr.
It involves 20 people from NY and the surrounding area who work in the artisctic sector.
Director Nicola Formichetti: ” I wanted people who could reflect the diversity of the creative community at this moment. I wanted a campaign that showed various characters, people who are unique in their own way”.
Besides Diesel, I found an article on Jezebel.com
On the occasion of the International Day of Disabled Persons a company in Zurich made mannequins with Disabilities to make people aware of certain diseases and urged people to think about the definition of perfect.
The agency worked with a mannequin designer who re-made mannequins to reflect the bodies of people with various disabilities. The newly created mannequins were then placed in storefront windows which caught the attention of passersby.
In the video they explain the project, called Who is perfect, anyway?, and you can see the process of making the mannequins.
Why is it cool?
Images of bodies with the ideal forms are everywhere. On tv, in glossy magazines and on billboards. Always that long, slim ideal. It would be nice if we could see variations. After all, we all have different sizes and shapes, and who satisfies the now so-called perfect beauty? The hard fact is that it sells.
Why has it future growth potential?
There are even more and more famous stars who let people know through tweets that they don’t agree with their Photoshopped images. These people have a great influence on the people in the world.
Hopefully apart from the perfect ideal images they can also show images of the reality. And that everyone will become happy with how he/she is.
Links:
http://jezebel.com/people-with-disabilities-react-to-mannequins-created-in-1475812519
http://www.stylelist.com/read/diesel-ad-stars-wheelchair-bound-fashion-editor-jillian-mercado/
http://manufactured1987.com
http://www.nsmbl.nl/zo-mooi-diesel-gebruikt-model-in-rolstoel-voor-nieuwe-campagne/
http://www.lindanieuws.nl/videos/etalagepoppen-met-scheve-rug-of-zonder-been/
http://www.dailymail.co.uk/femail/article-2544271/Its-important-just-ad-Meet-wheelchair-bound-star-Diesels-new-campaign.html
http://www.theguardian.com/fashion/fashion-blog/2014/jan/24/jillian-mercado-diesel-campaign
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