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After his stint with Mugler as the brand’s creative director, Nicola Formichetti is shaking things up at Diesel as its new Artistic Director.

Having discovered newcomer Rick Genest on Facebook in 2011, and then casting him as the face of Mugler, it should come as no surprise that Formichetti has once again tapped into the power of social media for his first Diesel ad campaign. But instead of Facebook, this time around Formichetti used Tumblr to find his models.

After searching through his Tumblr networks, Formichetti found 20 models—of all shapes, sizes, ages and ethnicities—to star in Diesel’s F/W13 campaign.

Most of the models are New York residents, and almost all come from some sort of creative background, such as film, music, photography, fashion and art.

The portraiture style photos were shot by fashion photography duo Inez van Lamsweerde and Vinoodh Matadin.

“It was less about capturing fashion and more about getting an insight into these people’s souls. No one captures people better than Inez and Vinoodh” explains Formichetti to WWD.

“They construct a photo with so much care and compassion to always pay tribute to the subject. Personally, it was a pleasure to work with them because when I was starting out they were my heroes.”