Exercise 5 has us looking back the design philosophies of Diesel jeans.
Diesel is a post-modern brand par excellents. The most common version of advertising there is in the world is that of plain old self-promotion, the "we do this and do it better/cheaper than our competitors" school of advertising. Clothing might be a good area to break away from this mold as their purpose is to portary personal image but Diesel jeans take a delightfully ironic form on advertising.
They sell tongue in cheek concepts that dont so much illustrate the image of the clothing in them but rather illustrates the quirky nature of the brand that you can buy into. Cool avand guard irony by association as apposed to some skinny sexy person looking angry in jeans, which is (ironically) how there branding started.
