Stretched out

Stretched out

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

Article/19791 303
Diesel JoggJeans responsive website by Fred & Farid, Shanghai

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.’

The Big Picture

Interactive digital lookbooks from brands including Nike ACG and Camper are transforming a tired format into an intriguing one. To find out more, read Part 1 of our Branded Content Market report.

Discover More News
SXSW 2025: Reclaiming social connection with Mozi

News

SXSW 2025: Reclaiming social connection with Mozi

Storyteller Baratunde Thurston led a conversation with Molly DeWolf Swenson and Ev Williams, co-founders of Mozi, exploring the evolution of social...
Design : Technology : Media
FKAHaeckels pilots Pay What You Feel pricing model

News

FKAHaeckels pilots Pay What You Feel pricing model

British skincare brand formerly known as Haeckels (FKAHaeckels) has introduced a Pay What You Feel initiative, allowing customers to choose from fo...
Beauty : Retail : Society
Stat: English trip-hop collective sets a new standard for sustainable gigs

News

Stat: English trip-hop collective sets a new standard for sustainable gigs

English trip-hop collective Massive Attack has broken a world record for the lowest-emissions live music event.
Pop-culture & Media : Sustainability : Travel & Hospitality
SXSW 2025: Manifesting a better future for all

News

SXSW 2025: Manifesting a better future for all

SXSW is a festival of future-thinking, but how can we truly anticipate what’s next? In a thought-provoking session, Rohit Bhargava, bestselling aut...
Design : Technology : Society
Netflix opens new restaurant residency in Las Vegas

News

Netflix opens new restaurant residency in Las Vegas

Netflix is expanding its entertainment empire into immersive dining with Netflix Bites Vegas, a year-long residency at MGM Grand in Las Vegas.
Food & Drink : Pop-culture & Media : Retail
Stat: Tennis participation surges in the US

News

Stat: Tennis participation surges in the US

Tennis participation in the US has hit a record high for the fifth consecutive year, with 25.7m individuals picking up a racket in 2024 – an 8% inc...
Sports & Leisure : Society : Health & Wellness
SXSW 2025: MIT’s vision for the next era of innovation

News

SXSW 2025: MIT’s vision for the next era of innovation

SXSW has evolved from a music and film festival into a global stage for technology and media innovation. With that transformation, it’s only fittin...
Design : Technology : Climate Change
1X unveils soft-touch humanoid robot Neo Gamma for home chores

News

1X unveils soft-touch humanoid robot Neo Gamma for home chores

Norwegian robotics firm 1X has unveiled Neo Gamma, a humanoid robot designed for home use, wrapped in beige knitwear to blend seamlessly into livin...
Design : Technology : Society
Stat: Supermarkets are bringing luxury dining into the home

News

Stat: Supermarkets are bringing luxury dining into the home

As rising costs force high-end restaurants to close, including Le Gavroche and Pollen Street Social in London, British consumers are turning to sup...
Retail : Food & Drink : Finance
ITB Berlin 2025: Digital wallets and India’s rapid outbound tourism growth

News

ITB Berlin 2025: Digital wallets and India’s rapid outbound tourism growth

Digital identities and India’s rapid outbound tourism growth are hot topics for ITB Berlin 2025.
Travel & Hospitality : Global Events : Digital Identity
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN