FIAT 500 BY DIESEL

An automotive icon meets a fashion label with an unmistakable attitude. Launched in 2008, Fiat 500 by Diesel translated Diesel’s world into a limited-edition city car, combining the 500’s instantly recognisable silhouette with a tougher, more urban sense of style.

TheArsenale Agency worked on the concept, brand collaboration and campaign. The creative idea was to connect the car with the way its audience dressed, lived and expressed itself: a lifestyle proposition with the energy of a fashion collaboration.

Denim upholstery, contrasting yellow stitching, industrial finishes and Diesel signatures gave the partnership a tangible expression, inside and out. A meeting of Italian automotive design and fashion, with personality running through every detail.