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.
The result is an ad campaign featuring 20 models of all shapes and sizes, including 22-year-old graffiti artist Michelle Calderon pictured below.
And androgynous model and former Olympic swimmer Casey Legler, also pictured below.
Formichetti told WWD.com that the goal of picking models through Tumblr was purposely to showcase a variety of models.
"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."