I decided to begin my research by looking into Diesel as a brand.
I found a book in the library - Diesel: World Wide Wear.
The book is very useful in giving information about the brand identity of Diesel and how they work.
The book begins with this quote from Renzo Rosso who was is the founder and owner of Diesel.
The quote states that they do what they like and never do things just because they're supposed to.
This campaign also ties in with the fact that Diesel is said to communicate on 2 levels. Often seemingly contradictory with the first level being amusing and sexy and the second being ideological and thought provoking.
They also made a 'Successful Living' campaign which is said to include Diesels' sense of humour, sense of irony and finally sense of fun.
Diesel also does campaigns for kids. Diesel refuses to treat kids as though they are a separate species. As with adult collections 'Diesel Kids' follows it's own course of research, development and image.
Diesel's target audience therefore stretches across both male and female of all ages.
(All images scanned in from 'Diesel: World Wide Wear' by Ted Polhemus)