Diesel--The Musical?

Diesel's current rebranding initiative will not only put it on the catwalk during New York Fashion Week, it's going to deal with the whole future of fashion.

The Italian label has conceived an entire musical to tout its spring/summer 2005 ad campaign. Shot by British photographer Elaine Constantine who worked alongside US choreographer Michael Rooney, Future catalogues the bright optimism of the Sixties and Seventies which saw a future full of "limitless possibilities and an exciting promise of a universal better living".

If the stills featuring the spring collection, entitled Suburbs of Utopia, aren't enough for you, you can check out the website that will feature backstage footage of the shoot, dance move tips and songs from the musical.

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