By  on October 10, 2008

“Most of them could still work today,” Renzo Rosso said of Diesel’s ads from the last 30 years, which were in turns both groundbreaking and controversial.

Flipping through the book “XXX Years of Diesel Communication,” Rosso said he “relived the emotions” he felt at the time of each campaign. The tome is a compendium of the images that have shaped and reflected the company’s path as it grew into a global lifestyle brand. Well aware of the impact the photos had, Rosso conceded that “when you start down a new road, the first steps are hard and not many people understand you.”

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