Move over Marvel, Diesel is introducing its own team of superheroes in its Spring/Summer 2020 'For Successful Living' campaign. The campaign’s overall creative concept and execution was handled by Publicis Italy.

Now for a little history. The famous Diesel tagline was created in the early 90’s, when founder Renzo Rosso wanted a phrase that would remain both timeless, and true to the growing denim label’s irreverent, bold and unexpected foundation.

The phrase captured Rosso’s vision by wrapping in and connoting: irony, provocation, eccentricity and kitsch. It also solidified a mantra he had: never talk down to your customers. Treat them as equals. Involve them in your world (that was interaction 30 years before it was called so). If you wore Diesel , you were living successfully. Simple as that.

While the claim has been part of Diesel's communications ever since, today Diesel returns to its nucleus by debuting a newFor Successful Living story, celebrating its core product, denim; acquainting a new generation with DIESEL’s original messaging as a challenger of conventions and common places; and reminding the world that living successfully means staying true to oneself (making YOUR way the successful way) – while not taking oneself too seriously.

What does it all boil down to, ultimately? That For Successful Living is fundamentally about confidence, and the power that comes from finding in oneself both strength—and irony.