You're Not Tumblr Famous Until You're In Diesel's Campaign

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dieselbodPhoto: Courtesy of Diesel.
All those GPOYs Tumblr users post to their various blogs can do more than provide a brief ego boost; they can land them a modeling gig. For his first ad campaign as Diesel's artistic director, Nicola Formichetti looked past the traditional pretty-face models and notable celebrities, and cast Tumblr users instead. “I wanted to find people who reflected the diversity of the creative community today and not just the typical model," Formichetti explained to WWD. "I wanted the campaign to showcase a variety of characters, people who are beautiful in their own unique way."

The 20 chosen digital tastemakers posed for Inez & Vinoodh (you know, those not so little-known photogs behind these Lady Gaga images?) and come in all shapes, sizes, hair color, and backgrounds. They help push Diesel into its new, edgier era with Formichetti's keen eye leading the pack. The campaign debuts in Vogue's September issue, hereby redefining the covetable title of being Tumblr famous. (WWD)