«Non.magazine is a Spanish-based fashion magazine with the vision of becoming an international reference platform for fashion and culture. In our magazine, we are passionate about exploring the multiple layers of fashion and understanding it as an artistic and cultural expression that goes beyond trends and stereotypes. Our content is a mix of fashion, photography, art, and culture that reflects the creativity and talent of the moment


Diesel’s Spring/Summer 2024 Campaign Shatters Conventions with Guinness World Record Holders

Diesel has once again pushed the boundaries of creativity and inclusivity with its highly anticipated Spring/Summer 2024 campaign, set to launch this Tuesday. In a groundbreaking move, the renowned denim brand has enlisted a remarkable ensemble of Guinness World Record (GWR) title holders to headline its latest campaign, curated by creative director Glenn Martens. Building upon its successful partnership with Guinness World Records, Diesel’s campaign showcases a diverse array of real-life GWR title holders, personally selected by Martens for their extraordinary talents.

 In a nod to TV talent competitions, the campaign captures the essence of these unconventional stars in a series of captivating images and accompanying videos. Shot by acclaimed photographer Johnny Dufort and conceptualized by Martens alongside art director Christopher Simmonds, the campaign features an eclectic mix of contestants-turned-models, each representing different demographics and showcasing their unique, irreverent talents.

 From 91-year-old Jim Arrington, the oldest male bodybuilder, flexing his muscles in Diesel underwear, to Liberty Barros demonstrating her incredible flexibility on a table, the campaign celebrates diversity and individuality in true Diesel fashion. Notable appearances include Aristotelis Valaoritis balancing wine glasses on his head and Chanel Tapper, holder of the GWR title for the longest tongue, being crowned with a glittering tiara. Beyond the fashion spotlight, Diesel’s campaign also highlights its extensive range of accessories, including bags, footwear, and sunglasses developed in collaboration with EssilorLuxottica. 

This audacious campaign marks Diesel’s latest foray into unconventional marketing, following last year’s playful take on the «Where’s Waldo?» series. With ‘Welcome To Successful Living’ as its rallying cry, Diesel continues to redefine the standards of fashion advertising, championing the extraordinary talents of individuals around the world.

Words: @annaamaso