Stretched out

Shanghai – Diesel has enlisted the help of a contortionist and some clever web design to promote its new range of flexible jeans.

• Interactive digital platforms are breathing new life into e-commerce
• Members of Gen Viz favour storytelling over optimised searches

The athleisure movement continues to disrupt the denim industry. Consumers are increasingly demanding comfort and brands are developing new products to meet the demand.

Agency Fred & Farid Shanghai has created a unique microsite to promote Diesel’s JoggJeans range. The Responsive Lookbook enables visitors to browse the brand’s collection as modelled by a contortionist. As visitors modify the size of their browser window, the model adapts his position to fit inside. Users can scroll through the model’s positions to examine the material’s stretching capabilities in more detail.

‘Diesel JoggJeans are not a regular pair of jeans,’ says Jalila Levesque, head of group communication at Fred & Farid. ‘They look like jeans, but you can do every movement and feel comfortable wearing them.’