19TH CENTURY DIESEL

This campaign idea takes inspiration from 19th-century cowboy culture and gives it a fresh, Diesel spin. The vibe? Gritty, rebellious, and unapologetic—just like the brand. It taps into Diesel’s denim roots (cowboys were some of the first to wear durable denim) while flipping the Western trend on its head. Picture diverse, gender-fluid “new cowboys” in raw denim and leather, shot in cinematic, dust-filled landscapes. The look is part classic Americana, part futuristic edge—exactly the kind of bold storytelling Diesel is known for.