The label’s Spring/Summer ‘07 advertising campaign, as shot by iconic fashion photographer Terry Richardson, features world famous locations post global warming. However, the predicted devastating consequences are seemingly being enjoyed by beautifully turned out but criminally under nourished survivors (obviously there’ll be very little food to go round after the big melt. Ed).

In the campaign, currently doing the rounds in the pricier pages of the glossy fashion mags, the Great Wall of China is in danger of being lost beneath a shifting desert, while the presidential monument at Mount Rushmore (pictured) has become semi-submerged by tropical waters. But hold on, the pretty people appear more than content in their fancy clobber and lovely warm weather.

According to Diesel, the promotion addresses the issue of global warming in the brand’s typically outrageous style, whilst helping to generate a ‘heated’ debate and hopefully a bigger awareness of the problem.

Creative Director of the Diesel Creative Team, Wilbert Das, elaborates: “We have always used irony and parody in order to promote debate and stimulate different points of view amongst our customers and friends,” claimed Mr Das.

“In the current campaign we use over-the-top or exaggerated situations to say the opposite of what we intend, to get people’s attention and open up the discussion about the real problem.”

Well, the images certainly look stunning but is there a danger that some less-than-savvy fashion fans may be convinced that life could indeed be better when, as Diesel suggests, we could enjoy a sun-drenched cruise around the South Pole?

Click here to see the campaign and join the debate
(click on collection, then advertising campaign)