In 1993, Diesel jeans engaged photographer Pierre Winther to develop a new visual language and to reposition the brand. In cooperation with advertising agency Paradiset from Stockholm, Winther developed the ‘Successful Living’ campaign, in which he placed young models in some grotesque and provocative scenarios. The colourful, ironic and controversial photo series captured attention everywhere – and helped Diesel to its huge worldwide success. Now, a new photo book evocatively titled ‘Nothing Beats Reality’ showcases Winther’s revolutionary editorial and advertising campaigns, for companies such as Diesel, Dunhill and Finlandia.
Photo: Pierre Winther / TeNeues