Diesel partners with Guinness World Records to present Spring Summer 2024 campaign

What does it take to be successful? 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 Spring Summer 2024 campaign. Envisioned by creative director Glenn Martens, art director Christopher Simmonds and photographer Johnny Dufort as an ironic homage to a classic TV talent competition, the show has a “live” studio audience, a panel of judges and entertainment galore. Behold, individual talents that stretch the limits of the imagination. We encourage those watching at home to find and embrace theirs.

Guinness World Records™ Title Holders Become Models

The contestants are anything but stereotypical pageant types. Emblematic of the anti-conformist, free-thinking, radically inclusive values that define Diesel, they are real GUINNESS WORLD RECORDS™ (GWR) title holders, personally chosen by Glenn Martens. There’s no swimsuit competition. No lip synching for their lives. Just a collection of people highly secure in their highly unusual talent.

Introducing contestants of a mocked TV talent competition There’s Contestant No. 48 Aristotelis Valaoritis, GWR title holder for most wine glasses balanced on the head. Contestant No. 13 Liberty Barros holds multiple flexibility records including most chest to floor backbends in 30 seconds. Contestant No. 31 is Jim Arrington, the oldest bodybuilder (male) at age 91. Contestant No. 27 is Chanel Tapper, holder of the GWR title for the longest tongue (female). Contestant No. 7 Tami Manis has the longest competitive mullet (female). Contestant No. 61 Rolf Buchholz holds the record for the most body modifications (male). Contestant. No. 82 Mariam Olayiwola holds several hula hooping records including longest duration spinning 30 hoops simultaneously. Contestant No. 22 Dalibor Jablanovic has the record for the most spoons balanced on the face.

Everyone in full-on Diesel! Wardrobes of all guests, judges and participants on Welcome to Successful Living are provided by Diesel Spring Summer 2024. Looks include bleached summer denim, new prints such as collegiate-inspired cottons, destroyed devore denim, jersey body-skimming “nude” statuette dresses, peel-off cinema poster looks, and trompe l’oeil lingerie pieces from runway. Accessories include the Streamline and Vert watches, chain jewelry and sunglasses in collaboration with Essilor Luxottica.