A group of Guinness World Records title holders became fashion models when Diesel brought them in for a stunning new campaign.
Representing many aspects of the human form, the Italian fashion brand’s Welcome to Successful Living campaign is like nothing you’ve ever seen before thanks to our iconic record holders.
The Spring Summer 2024 campaign is a homage to a classic TV talent competition, with a panel of judges and a live audience watching on in awe as our talented stars take to the stage to show off exactly what makes them record-breaking.
Each of the record holders was hand-picked by Diesel’s creative director Glenn Martens – and he sure has an eye for talent.
The campaign stars the wonderfully unique Tami Manis, who has the world’s longest competitive mullet (female), the oldest bodybuilder Jim Arrington, who is still going strong at an incredible 91 years old, Chanel Tapper, owner of the longest tongue (female), and Aristotelis Valioretis, who holds the record for most wine glasses balanced on the head.
Joining them for a foray into fashion is Liberty Barros, who holds multiple contortion records, including the fastest 20 m back bend knee lock walk, Rolf Buchholz, who has the most body modifications (male) and the most piercings (male), Mariam Olayiwola, who holds numerous hula hooping records including the longest duration spinning 30 hoops simultaneously, and finally Dalibor Jablanovic, who holds the record for most spoons balanced on the face.
Each of them, as well as the judges and audience members, are dressed in items from Diesel’s S/S 2024 range, with looks including bleached summer denim, ‘nude’ statuette dresses and trompe l’oeil lingerie pieces straight from the runway.
A video shot for the campaign sees Mariam twirling too many hula hoops to count around her body, Jim flexing his muscles, Dalibor taking to the stage with spoons covering his face, Chanel sticking out her very long and blue-painted tongue and Aristotelis wandering around with a tower of wine glasses on top of his head.
All that happens before Tami appears, swooshing her mullet around, Rolf shows up to wave at the crowd and Liberty climbs up on the judges’ desk.
Diesel has also been releasing some glorious images of our record holders.
The first features Liberty resting on her elbows on top of the judges’ desk, folding her body in half so her legs are over her head and her feet are dangling out in front of her.
She’s dressed head-to-toe in denim with her hair styled in intricate braids and a beaming smile on her face.
Her outfit is completed by a denim handbag that’s dangling off her foot.
Another image puts Mariam centre stage as she spins a seemingly impossible number of hula hoops around her body.
She’s sporting a nude-look dress emblazoned with a red pattern as she commands the stage.
A trio of models join Rolf on a podium in front of the stage. He’s on the third-place spot, dressed in a distressed, edgy denim look.
The duo aren’t the only ones in the image as they’re joined by a red-painted male model holding a woman above his head, a woman with long silver fingernails and a woman holding up an ‘applause’ sign.
But they still draw the eye despite everything going on around them.
A third snap shows Dalibor modelling a Diesel watch that’s wrapped around his hand, which of course, is covered in spoons.
He also has spoons all over his face – balanced on top of his ears, on his nose, and covering almost every inch of skin.
Another image puts bodybuilder Jim in the frame.
Flexing his muscles, he looks fit as a fiddle as he models a pair of the label’s jeans, with brand name boxer shorts sticking out the top.
And finally, for now, Diesel released an image of Chanel, with her long blue tongue sticking out.
Modelling a zip-up jacket and a pair of snazzy shades, she clutches a bouquet of flowers as a male model lowers a crown on to her head.
More images for the campaign will be released soon.
Diesel also has a world record of its own.
In 2022, the brand created the largest inflatable sculpture that measured 49.186 m (161 ft 4.457 in) in length, 37.973 m (124 ft 7 in) in width and 13.401 m (43 ft 11.598 in) in height.
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