By Shivani Patel, Staff Writer
Apparel company Diesel recently came out with a dance video entitled “A-Z of Dance” as part of its #dieselreboot campaign to advertise its new line of jeans. The company collaborated with i-D, a London-based fashion and style magazine.
Diesel’s new jeans are meant to allow people to remain active instead of feeling restricted by their jeans. To showcase this, dancers were filmed doing their specialty of dance on an empty rooftop.
Directed by Jacob Sutton, a London-based fashion photographer, the video showcases varied, popular dance styles. These styles include “bhangra,” “liquid dance” and “finger-tutting,” to name a few.
I love this video because it captures the essence of many different dance styles instead of focusing on one. Dance as a whole is moving towards a fusion of styles with roots in all sorts of cultures such as those of Spain, India and Africa.
This video showcases dancers such as Lil Buck, who specializes in a dance style called “jookin’” (otherwise known as “Gangsta Walking,” originating from Memphis, Tenn.). Viewers will probably recognize classic moves in the video such as YMCA, krumping and a more recent type of dance style – twerking.
Diesel did a great job of advertising both its jeans and its versatility by including dancers, like Lil Buck, who aren’t as well-recognized.
I found finger tutting to be one of my favorites. We’ve all seen some amazing tutting, but that never usually extends to fingers so I thought the focus on the hand was a fresh take on the dance style.