“Successful Living”

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“Successful Living”

Client: Diesel


In 1993 DIESEL JEANS Italy hired Pierre Winther to pave the way for a new direction in image and style. In collaboration with the Diesel HQ and the agency Paradiset from Stockholm, Winther created and realized the campaign „Successful Living“ which combined a complex staging and grotesque scenarios such as a car crash or a bizarre church event. The campaign broke the pattern of common perception: The images caused a worldwide hype; consumers collected the sought after posters and other materials. The Diesel brand itself experienced a quantum leap in the matter of image that evolved to one of the leading Denim brands around the globe. It paved the way for Diesel´s founder Renzo Rosso to become one of the most successful fashion entrepreneurs in the world with a net worth of $3 billion.

 

Helmut Newton Interview by Michael Kaplan, Graphis, Sep/Oct 2002.
in this Interview with Helmut Newton he comments on the Diesel Campaign
"whoever did the Diesel campaign was brilliant!" and refers to the highly 
successful campaign "Successful Living" that was created for Diesel Italy by Pierre Winther.

 

Outtake Interview with Pierre Winther

 Winther:“Diesel Jeans and their then-agency in Stockholm approached me to come up with a fresh idea for their Successful Living campaign, which had been highly successful in commenting on consumers’ illusory ability to provide simple solutions to a better way of living. It was presented in some kind of collage-image and Diesel was looking for something new the next step. I suggested we go one step further by providing profound social messages that offered ethical, political and even philosophical discourse in a Fellini like world, but still kept real and believable .  I depicted these themes in a more contemporary way that to this day provokes both a grimace and a grin.” 

 

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The Car Crash, 1994 

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House of Love, 1993 

 


 

 

Italian fashion entrepreneur Renzo Rosso, the founder of Diesel and president of OTB sits in the main office of his sprawling empire.  

A self-portrait, shot by Pierre Winther in 2000 still adorn the walls at the new Diesel HQ in Breganze/ Italy.