Juxtaposition is the prevailing theme for Diesel’s upcoming fall 2019 campaign, which introduces Velvet Denim, a hybrid material that blends the toughness of denim with the plush, softness of velvet. The “contradicting” fabrics are the ideal transition piece from summer into fall and winter, the brand said.
Its campaign is focused on the clashing qualities of both denim and velvet: Denim stands for tough, rugged, strong, while velvet stands for caressing, luxury, softness, Diesel explained. The brand’s denim “mash-up” creates a blend that prioritizes comfort and aesthetics — its new fabric pairs denim and “flock,” or velvet trim, which creates a velvet-effect on the denim that appears as a smooth finish on the collection’s classic silhouettes, according to Diesel. Velvet Denim is available in three styles for women and three for men, in addition to several autumnal-hued color offerings.
Stefano Rosso, chief executive officer of Diesel North America, told WWD, “Our velvet denim is the perfect mix of polish and comfort, using a new denim fabric that has an amazing, soft touch combined with our signature worn detailing. It’s part of Diesel’s innovative approach to denim, with our trademark fashion twist.”
That trademark is the brand’s unpredictable style, Diesel noted. And its campaign for Velvet Denim, “For Softies,” relies on the premise of not judging a book by its cover, the brand said. “We all know characters and personalities that are strong and hard on the outside, yet tender and compassionate at heart. The fact that you look so rough, does not mean that you are a bad guy or girl. The images of this campaign showcase this concept — and promote looking past stereotypes and below the surface,” Diesel added.
Through full-body photography, the campaign centers its focus on characters donned with heavy makeup, tattoos and leather to convey a rebellious exterior, but contradicts that idea by having each model hold a teddy bear, sewing kit, musical instrument or a baby to “suggest the notion that hard and soft can easily go side-by-side — just like in Diesel’s latest jeans.”
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