Models In Water Special Effects Campaign - Diesel Style Lounge (GALLERY)

Diesel’s newly launched online store defines new limits brands are willing to go to, as the Italian fashion house brings special effects, normally seen on TV and Film, to the web. The Diesel Style lounge, a kind of virtual ‘window’ to the online store, features models suspended underwater.

Models emerge from strange cocoons, twisting and flipping as the full screen video circles them to show the product from all angles, in amazing detail and with stunning effects. While shopping online is nothing out of the ordinary, the scale and use of video is. Fashion sites normally rely of reusing print advertising images to sell their products online, but Diesel has created a fashion photography experience specifically for use online, potentially redefining fashion photography in the process.

While spectacular, there is an alternative route to buying on the Diesel store, that allows quick and easy browsing of the stores 1,000 plus product range.

Check out the Diesel Online Store, or read more about the making of the Style Lounge.