Diesel, best-known for its denim, launched Diesel Black Gold in 2008 as a high-end counterpart to its jeans business. The new brand brought Diesel’s urban edge to a different setting, in the form of streetwear reimagined for the runway using premium materials and fresh takes on leather and denim.
Andreas Melbostad took over as head designer for the label’s men’s and women’s collections in 2012, after Sophia Kokosalaki left the post. Melbostad has been tasked for the past eight seasons with continuing to define Diesel Black Gold’s identity as a contemporary brand, separate from its founding company, and in the latest ad campaign for the fall/winter collection, he brings the brand’s signature utilitarian aesthetic to the forefront with models Mica Arganaraz and Louis Johnson as the stars.
The campaign, which launched at the beginning of July, is expanded upon on Instagram, where @DieselBlackGold (82,000 followers) shares behind-the-scenes photos and videos from the set, all shot by photographer Karim Sadli. We asked Melbostad to share five of his favorite Instagrams from the campaign and tell us more about his inspiration through their lens.
The spirit of Diesel Black Gold
“Mica [Arganaraz] is fronting our Fall ’16 campaign shoot by Karim Sadli. I love her personality and unique quality; she is both androgynous, feminine and empowered. For me, she perfectly embodies the independent spirit of Diesel Black Gold. I love how Karim captured her individuality and beauty.”
Channeling New York on a Paris overpass
“Louis [Johnson] opened our fall ‘16 men’s show. The collection was inspired by New York bike messengers. Louis gave an elevated character and attitude to the story. We chose to shoot him in the utility parka paired with our cycling leggings on an urban overpass in Paris. Karim’s ability to capture urban raw grit with a great sense of poise and serenity lends a calm timeless quality to the image.”
@louiej7 in the #DieselBlackGold FW16 Campaign captured by @karimsadli
A photo posted by dieselblackgold (@dieselblackgold) on
Core textures and staple pieces
“The detailed shots capture behind-the-scenes images from the shoot. I often return to core textures like leather, denim and nylon. The skirt here took the idea of turning an aviator bomber jacket into a hybrid mini skit. I always look at iconic staple pieces, and they are a constant source of inspiration for Diesel Black Gold. I love the recognizable emotional value that they carry forward, and I love giving a new context or a new approach to them while maintaining their original codes.”
‘90s inspiration
“Another behind-the-scenes image. I wanted Mica and Louis to echo images of Kate Moss’s shoot together with her brother in the mid ‘90s. I was a student in the early ‘90s and I entered the industry in the mid ‘90s. It was a very defining period for me and it represents a moment in fashion, and an aesthetic that I look to for both product and imagery. I think the fantasy of fashion bridge with a raw reality during that time. A new sense of beauty emerged. I think this attitude has forever shaped my own creative vision.”
A photo posted by dieselblackgold (@dieselblackgold) on
Models off duty
“Mica and Louis are here shot together in a Paris studio. The image brings to the forefront the model-off-duty attitude of the campaign. We like the idea of a raw and effortless mood, and at the same time there is a great deal of measured study behind each image. Our continued collaboration with Karim Sadli has brought a strong identity and consistency to our campaigns. It is a true honor and pleasure to work with exceptional talents such as [Sadli], and it is one of the aspects that I value most about my job.”
