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How you could be a Diesel underwear model

By Joseph Kocharian

Diesel have set up a bit of a challenge that we think some of you might want to give a go…

The brand have introduced Diesel Hero Fit underwear, with contour-defining fit and naturally breathable cotton stretch fabric. The contours are defined and lifted at the back, and shaped at the front, designed to make you look and feel your best. The underwear’s fresh softness and sheer comfort will truly make you feel like a hero. The campaign is undeniably eye-catching, photographing various Diesel heroes in a private moment. The campaign taps into the social media selfie culture, with artistic director Nicola Formichetti saying he wanted something “sexier and raw” for Diesel.

It’s available at Selfridges, online at and in stores now.

Diesel is inviting followers to post a selfie wearing Diesel Hero Fit for the chance to model in their next campaign – the hashtag is #DIESELHERO (we’re also going to do a little roundup of our favourites) but for now. Here’s their current model roster to show you how it’s done: 
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