Diesel Hired Plus-Size, Androgynous Models They Found On Tumblr For Their New Ad Campaign

So, this is awesome.

1. Instead of using your typical batch of fashion models for Diesel’s new #DieselReboot campaign, fashion director Nicola Formichetti decided to find models by word of mouth and on Tumblr.

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2. The result is an ad campaign featuring 20 models of all shapes and sizes, including 22-year-old graffiti artist Michelle Calderon pictured below.

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3. And androgynous model and former Olympic swimmer Casey Legler, also pictured below.

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4. Formichetti told that the goal of picking models through Tumblr was purposely to showcase a variety of models.

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“I wanted to find people who reflected the diversity of the creative community today and not just the typical model. I wanted the campaign to showcase a variety of characters, people who are beautiful in their own unique way.”

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6. The new ads will premiere in the September issue of Vogue and run throughout October.

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