Diesel is blatantly using sex to market their new denim campaign "Sex Sells*... Yes it might sell Diesel, but isn't it always better without the jeans?

The concept:
The alchemy of fire and water inspires the spring summer 2010 washes and treatments for both men and women.

Fire denim recalls the distressed and burned jeans worn by fire fighters, using specialized techniques developed to create a battered, charred and toasted effect.

Get that hero look without having to dive into blazing buildings!

The most summery part of the collection captures the very essence of casual wear. The season will be refreshed by brightly coloured denim in shades of light blue, pink, orange and green. A new approach to fit and volume will cool down the hottest months. For girls, a light denim cloth is used for low-waist pyjama and Turkish style jeans. Wearers will dream of an exotic interlude as they navigate the urban landscape in these ultra comfortable designs.

New styles for girls also include ‘Zivy’, slim jeans with a zip at the ankle, ‘Clushy’, slim with zipped pockets and ‘Totta’, boot-cut with flap pockets. For men, a special mention goes to the new ‘Tazy’ style that hugs the waist, with a looser cut at the thigh leading to a slender calf and ankle.