Diesel For Successful Living

2016 has been an exceptional year for celebrating and revisiting some of the best- and worst- moments and heroes of the past century. Diesel has taken the bold step of relaunching its iconic ‘For Successful Living’ message for AW16, a throwback to its powerful past ads.

The new series of 50 images, dubbed ‘For Successful Living 2.0’ by creative director Nicola Formichetti, and shot by Terry Richardson, are a call to arms, each with their own piece of advice. Continuing the label’s reputation for strong, playful campaigns – its recent PornHub ads were a big hit – the images are tongue-in-cheek, but the messages – ‘#5 love openly’, ‘#18 be a model citizen’, ‘#47 find your rock’ – are impactful.

As Formichetti explained, “more than ever, we need a positive message in this crazy world we live in. And Diesel is probably the only brand that can have such a strong point of view – it always has. We were looking to the original For Successful Living advert that Renzo (Rosso, Diesel’s founder) did in the 90s.”

The meaningful messages are reinforced by diverse casting, something critical to Formichetti’s vision of the project: “The casting represents all kinds of people – street cast models, different generations, different skin tones and body shapes. It really is a global casting and it is all about being part of something together, belonging. That’s what #forsuccessfulliving is about, a sense of belonging, an extended family!”

Watch the accompanying film below.


Edited by Chermaine Sowah

Daisy Sells


Daisy began her career as a travel PR representing numerous international Tourist Boards and luxury, lifestyle, and charity projects. Her passion and tenacity teamed with 8 years of experience has taught her to be a strong champion of both PR and journalism whilst appreciating and respecting the nuances of both. She is passionate about exploring and questioning the world around her and draws inspiration from all walks of life, unfazed by eccentricity, pop culture, politics or social and global issues. Daisy is somewhat unconventional, occasionally controversial, doggedly determined and infuriatingly curious.

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