Diesel joins forces with a Glenn Martens-curated list of title-owners from the Guinness World Records for its SS24 campaign.
Having a tagline like “For Successful Living” seems unexpected for one of most creative forces driving fashion today, but it works because of the unorthodox nuances that come about from putting the right amounts of dare and desire together. So it should come of no surprise for the brand to partner with the most unorthodox of all pageants for its latest SS24 campaign — the Guinness World Records (GWR).
Envisioned by creative director Glenn Martens, art director Christopher Simmonds and photographer Johnny Dufort as an ironic homage to a classic TV talent competition, the show has a “live” studio audience, a panel of judges and entertainment galore. These are no ordinary talents, each is the pinnacle in a league of their own, successful in their own ways that is emblematic of the anti-conformist, free-thinking, radically inclusive values that define Diesel.
There’s Contestant No. 48 Aristotelis Valaoritis, GWR title holder for most wine glasses balanced on the head. Contestant No. 13 Liberty Barros holds multiple flexibility records including most chest to floor backbends in 30 seconds. Contestant No. 31 is Jim Arrington, the oldest bodybuilder (male) at age 91. Contestant No. 27 is Chanel Tapper, holder of the GWR title for the longest tongue (female). Contestant No. 7 Tami Manis has the longest competitive mullet (female). Contestant No. 61 Rolf Buchholz holds the record for the most body modifications (male). Contestant. No. 82 Mariam Olayiwola holds several hula hooping records including longest duration spinning 30 hoops simultaneously. Contestant No. 22 Dalibor Jablanovic has the record for the most spoons balanced on the face.
The title-owners and audience all sport looks that include bleached summer denim, new prints such as collegiate-inspired cottons, destroyed devore denim, jersey body-skimming “nude” statuette dresses, peel-off cinema poster looks, and trompe l’oeil lingerie pieces. And then there are the accessories, which include the Streamline and Vert watches, chain jewelry and sunglasses in collaboration with Essilor Luxottica — fashioned successfully both on and off the runway.
Once you are done with this story, click here to catch up with our March 2024 issue.
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