Italian designer Renzo Rosso launched Diesel as a young and boundary-pushing denim line in 1978. Claiming that he learned creativity from Italy, systems from Germany, and marketing from the U.S., Rosso has guided his brand through a world of bold style choices. Expertly treated denim is always at its heart, with jean-style finishings such as coin pockets and belt loops even adorning its signature high top sneakers. But a look at Diesel’s notorious ad campaigns reveals its true values: provocation, wit, irony, and sex appeal. Artistic director Nicola Formichetti, appointed in 2013, continues to push Diesel’s avant-garde side with adventurous yet feminine takes on leather, lounge pants, boots, and – as always – beautifully cut jeans.