McMullan, Nan Goldin, Mario Testino, Merlin Bronques and Mark “the Cobrasnake”… They set the scene for the social shutterbugs to come, establishing their brand of unstyled, unbiased photography as a trend that would stick so long as people partied. Then, a few years ago, one’s sense of style became as beguiling as their social habits…hence, street style. It’s pretty clear this is more than a trend.

The concept “From Street To Night To The Internet” is not new, but it was a missing piece in the emerging Milanese street culture! 2 years ago, Mattia Pavesi and Florin Pichler, inspired by other Social Photography Blogs from L.A. and N.Y., started a project called Diedlastnight.com.

The goal of the blog was facing Milanese Nightlife from another point of view – showing people they were uncommon: people with new styles, new attitudes and a new sense of moving trough the nights of Milan.

 

In the beginning Diedlastnight was just a blog created by friends who have taken part of this scene – going to concerts, clubs and events showing off good times of living the night in Milan. Through the following months Diedlastnight has gotten more and more credibility and became slowly but surely a part of this independent movement.

After a quite smooth Summer 2006, people joined the project and believed in the independent way to show everyone on the internet, that Milan had more to offer than just Milanese Luxury. Simon Giuliani, Stefano Capelli and Matteo Peripolli were the new members of this team and with the help of all Diedlastnight became known to people even outside this small scene. Parties, fashionshows and private events were the new target - and finally Diedlastnight got his credibility in a larger scene, in between independent streetculture and fashionculture – but the mission was still the same: showing people having fun and styles different than just the Black!

“Colour is the new black” – Diedlastnight showed more than the casual black.

Nu Rave, Britstyle, Hipster movement were strongly anticipated on diedlastnight’s Blog. The statistics of the blog were growing and the popularity of this blog was becoming bigger and bigger.

Working together with people from Fashion (Marcelo Burlon) and with fashion labels (Trussardi, Costume National, 55Dsl) showed that Diedlastnight didn’t limit itself to a scene but wanted to evolve and reinvent the scene. The blog has never limited itself on styles, look or people, but - as independent that it was - Diedlastnight wanted to show what’s cool.

This coolness had never limits and it won’t have limits in the future.

After summer 2007 Diedlastnight started “Season 2.0” – this new way of diedlastnight is kind of a way to involve more people to this new project. The members - Mattia Pavesi, Florin Pichler and Simon Giuliani – decided to outsource the photography section, so that people with great skills could take pictures for the blog. New styles, new cities and new photographers get their space and Diedlastnight offers the platform.

“We have never set a limit to ourselves and that’s what we want to have for Diedlastnight”.

Diedlastnight should grow in an organic and natural way. If its photography, music or art/design, we want to join all these forces to create a movement for different people with different style, but with an unique philosophy: having fun in what they do!

Today, with 300.000 clicks per month Diedlastnight is the most visited photo blog originated in Italy. It happened to be at the forefront of a new movement and a cannel in Italy through which outstanding people can follow and discover a world that most have never seen. What Diedlastnight has done with party photos involves both the documenting of a street-fashion culture and the recreation of one.

“I think it’s time for the influenced to influence- Diedlastnight shows tendencies of Milanese street culture which influences a lot of people: people love the pictures and love the people on the pictures. It gets me back to an expression coined by Andy Warhol, that everyone gets ‘its 15 minutes of fame’. It coincidence the most with the concept of creation and decay of a state of celebrity, of a certain style or certain point of view – and Diedlastnight is in the position to anticipate these tendencies.”

 

who we are:

Florin Pichler

Business Developer

Simon Giuliani

Art Direction

Mattia Pavesi

Marketing Development

are working with us:

Giò

Iave

Klara

Iris

Nikki

Taj

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Diedlastnight Media Kit is your resource for information about advertising in diedlastnight.com.

Click here to download our Media Kit (.pdf format)

For more infomration please contact us at

diedlastnight.com@gmail.com

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Cross Editorial article