Diesel's latest campaign, shot by British photographer Nick Knight, was photographed solely using an iPhone.
Diesel Artistic Director Nicola Formichetti then used existing software on the iPhone to edit the images, applying glitching and filters to the images captured on the phone, the company said in a statement.
The images were then distributed across social media sites like Tumblr, Facebook and Instagram, as well as digital installations in select Diesel stores.
The 35-year-old company said it hoped to capitalize "on the multitude of photo and video apps available today to bring images that reinvent the way consumers perceive the brand's aesthetic and as a nod to the future of fashion image construction.”
The campaign is partnered with the launch of #DIESELTRIBUTE, Formichetti's first collection for Diesel. The company calls #DIESELTRIBUTE a "hand-made homage to the archives of Diesel's 35 year history."
Diesel's iPhone integration comes on the heels of this year's London Fashion Week, when Burberry used the then-yet to be released iPhone 5S to capture its Spring and Summer 2014 runway show. The video was then posted on the company's website and social media platforms.
Related over on Digital Arts: Paris department store transformed into Tumblr-driven art gallery by Diesel