Diesel's Bruno Collin Wants You To Be Stupid

Filed Under: Fashion Smashion Business Blitz Ad Campaigns

Pretty cool!

Things, they are a-changin' over a Diesel.

The contemporary sportswear brand is shifting gears with the new appointment of Bruno Collin, founder and former publisher of the French fashion mag WAD, as the new Artistic Director.

Collin said,

“Diesel is one of the few brands I have looked at, almost obsessively, throughout my entire career. A strong brand, both from a communication and from a product point of view, that always sets the pace for the market. My role here will be primarily that of an alchemist, of an orchestra director. The energy this brand exudes only needs new channels of inspiration and expression.”

One of those new channels of expression is the brands new Be Stupid campaign, which is hinged on the idea that to be stupid is to be brave. Check out the new campaign promo above for the full effect.

We like the vid, and though we're not 100% behind the whole "stupid is awesome," concept, we like what they're going for.

Can't wait to see how this translates into the label's clothing!

Posted: January 15, 2010 at 2:30 pm