He used his mother's sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and sell to his friends for 3500 lire a piece.

Collaborating with Diesel’s headquarters and the Stockholm-based agency Paradiset, Winther created the new groundbreaking "Successful Living" campaigns.

His work featured complex, staged scenarios, such as a dramatic car crash and a surreal church event, which broke the mold of traditional advertising.

Winther's photograph famous Car Crash 1993 and House of love 1994 stands as one of the most iconic and recognized images in advertising history.

The image, part of Diesel’s revolutionary campaigns, pushed the boundaries of fashion marketing with its bold storytelling and striking visuals.

The exhibition highlighted controversial and influential Diesel advertising images, celebrating the brand's ability to challenge societal norms through unconventional and provocative visuals.

I depicted these themes in a more contemporary way that, to this day, provokes both a grimace and a grin.” Winther’s collaboration marked a quantum leap for Diesel, cementing its reputation as a bold, innovative force in the global fashion industry.

This was a result of Rosso's ambition to always break new grounds[15] and his aspiration to work with most creative agencies and photographers around, including Pierre Winther, David LaChapelle, Terry Richardson, Ellen von Unwerth, Rankin,[16] and Erwin Olaf.

[17] Later in 1995, the company launched one of its most popular yet provocative campaigns ever, featuring two kissing sailors staged at the peace celebration of World War II.

[25] In 2005 Diesel released the book "Fifty" upon Rosso's fiftieth birthday, an illustrated history of the company, with a print-run of ten thousand.

[31] In an interview with V magazine following the announcement, Rosso said "I finally met somebody as crazy as I am", and explained that Formichetti's new responsibilities will be overseeing "the total view" of Diesel's brand, including product, communications, marketing and interior design.

The campaign, titled #Reboot and shot by Inez van Lamsweerde and Vinoodh Matadin, featured prominent, young creatives ranging from graffiti artists to film students instead of common models, with varying body shapes, sizes and personal styles.

It was deemed as a "magical and fantastic" show with "big ambitions" and an "out of this world" vibe,[35] while other reviewers appreciated that the "collection’s inspirations spanned decades",[36] although the high-heeled boots proved tricky to walk in as one model was led off the runway by a member of the technical crew after having repeatedly tripped.

Critics argued that continuing to do business in the Russian market was at odds with the broader efforts of companies withdrawing or suspending operations to protest the invasion.

Karl represents creativity, tradition and challenge, and the fact that he thought of Diesel for this collaboration is a great gift and acknowledgement of our reputation as the prêt-à-porter of casual wear.

"[22] In 2003, Rosso asked legendary street and graffiti artist Stephen Sprouse to take over Diesel's Union Square store for New York Fashion Week the following September.

Originally one of FIAT's most popular models ever, the new version, simply titled '500 by Diesel', featured several unique design details in the car's interior and exterior and was only produced in 10,000 units.

"[67] In a research study of innovative businesses presented by The Times,[67] much of Diesel's successful growth in the early 2000s was accredited to this mindset.

[75] On October 11, 2008, Diesel celebrated the company's 30th anniversary hosting 17 parties around the world all broadcast live online spanning across 24 hours.

[76] Following the opening in Tokyo, the live stream continued to Beijing, Dubai, Athens, Helsinki, Amsterdam, Milan, Zurich, Munich, Paris, Stockholm, Copenhagen, Barcelona, Oslo, London, São Paulo and finally ended in New York City, with Rosso's attendance.

[76] The event featured live performances by Daft Punk, Earth Wind and Fire, 2manydjs, Mark Ronson, New Young Pony Club,[77] and a pregnant MIA who broke her retirement for the occasion.

[82] The denim, which were for sale for one day only (on the date of the birth of the brand) at the extremely discounted price of €30 and modeled by Daisy Lowe, caused 'hysteria' and lead consumers to form mile-long lines outside Diesel stores around the world.

[83] Throughout the 2000s Rosso and the Diesel Creative Team also continued working with a number of famous photographers and agencies, including Jean Pierre Khazem, Carl de Keyzer, Finlay McKay, Elaine Constantine, Mert Alas & Marcus Piggott, Louis Sebastian Pane, Johan Renck, and Terry Richardson,[16] the latter for the celebrated "Global Warming Ready" campaign of 2007.

[85] In 2009 the head of Diesel's US division, Steve Birkhold, left the company shortly after agreeing a deal to sell cut-priced jeans through Macy's.

Furthermore, the company also helped launch Pocko's affordable art books in 1999, and for a number of years sponsored projects like Online Flash Film Fest and Semi-Permanent.

In 2006, the project was broadcast live on Channel 4[92] in Great Britain and featured legendary avant-garde rock band Roxy Music.

The tour featured live performances by artists like Kanye West and The Roots,[94] who supported the competition's winning younger bands, The Terror Pigeon Dance Revolt!

Produced in London, the Diesel:U:Music radio station was hailed by The Guardian[95] and The Daily Telegraph[96] for its unique quality programming, and had shows hosted by everyone from Grandmaster Flash to Franz Ferdinand.

In an interview with Dazed & Confused, Rosso explained the purpose of the project, stating that "It's about giving people the tools and seeing them succeed and excel in their creativity".

[106]" Thanks to its sponsors (Fondation Pierre Bergé, Galeries Lafayette, Google, Hermés, Kering, Lacoste, Longchamp, LMVH, OBO, OTB, Premiere Classe, Saint Laurent, Swarowski, Tomorrow),[107] as well as of two public institutions, the DEFI and the French Ministry of Culture and Communication, ANDAM is the largest international fashion prize, a driving force in the development of new fashion designers in France.