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Discover Diesel’s SS24 campaign with Guinness World Records

Who’s got what it takes? Welcome to Successful Living is the Diesel x Guinness World Records Spring Summer 2024 campaign.

Discover Diesel’s SS24 campaign with Guinness World Records

Who has that special something that makes them the most successful (spoiler alert: they all do). Continuing the partnership with Guinness World Records, Welcome to Successful Living is Diesel’s SS24 campaign conceived by creative director Glenn Martens, art director Christopher Simmonds and photographer Johnny Dufort.

In an ironic homage to a classic TV talent show, the campaign’s participants are genuine GUINNESS WORLD RECORDS™ title holders. In doing so, they push the boundaries of imagination, representing the non-conformist, free-thinking and inclusive values that define Diesel.

There is contestant No. 48 Aristotelis Valaoritis, holder of the GWR title for the most wine glasses balanced on the head. Contestant #13, Liberty Barros, holds multiple records for flexibility. Contestant #31 is Jim Arrington, the oldest bodybuilder (male) at 91.

Contestant #27 is Chanel Tapper, holder of the GWR title for the longest tongue (female). Contestant #61 Rolf Buchholz holds the record for most body modifications (male). No. 82 Mariam Olayiwola holds several hula hooping records, including the record for the longest duration of spinning 30 hoops simultaneously.

All guests, judges and participants wear Diesel’s PV24 collection by Glenn Martens. Summer faded denim, varsity prints, denim, pop and utilitarian looks from the PV24 show. Accessories include watches, chain jewellery and sunglasses in collaboration with Essilor Luxottica.

Following the December partnership statement, Lee and Diesel announce that the new DIESEL❤VES LEE capsule is now available worldwide.

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