August 26, 2014


In 1993 DIESEL JEANS Italy hired Pierre Winther to pave the way for a new direction in image and style. In collaboration with the Diesel Headquarters and the agency Paradiset from Stockholm, Winther created and realized the campaign”Successful Living” which combined a complex staging and grotesque scenarios such as a car crash or a bizarre church event.This world is composed of twisted reality, dark humor, latent ambiguity and includes not uncommonly a comment on society and human behavior The campaign broke the pattern of common perception: The images caused a worldwide hype; consumers collected the sought after posters and other materials. The Diesel brand itself experienced a quantum leap in the matter of image global and brand awareness. Diesel evolved to one of the leading Denim brands around the globe.“

House of Love, 1994

photography diesal fashion art

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