In June, designer and stylist Nicola Formichetti began taking the first steps in transforming Diesel, the brand he took over last spring. Former image maker of the singer Lady Gaga, tired of dressing a pop diva, launched the Diesel Reboot project, in which everyone could contribute to the development of the brand. It was possible to add a photo to the moodboard of the brand to a special toumblog, as well as propose an idea for the development of Diesel under the hashtag #dieselreboot on Twitter, Instagram and Vine. Formichetti also casted for his first ad on Tumblr. Using this platform, he selected 20 people who perfectly reflect the aesthetics of the brand entrusted to him. They were shot by photographers Inez and Vinod for the campaign. Those models include predominantly New York-based creative workers, including graffiti artists and photographers, as well as a 15-year-old student at the Frank Sinatra School. But real models also took part in the filming - for example, the first model-girl Casey Legler, who works only with men's shows and sets. So far, only four images from the campaign are available on the Internet, but soon it will be shown in full.