Diesel is an innovative international lifestyle brand, producing a wide-ranging collection of jeans, clothing and accessories. Since its creation in 1978, Diesel has evolved from being a leading pioneer in denim into premium casual wear, becoming a true alternative to the established luxury market. Despite its growth, Diesel’s philosophy has remained the same: a brand standing for passion, individuality and self-expression.
This new chapter of Diesel communication starts and lives where online hate is born – mostly on social media - with a series of tailor-made videos for each member of our stellar cast. We can see them dance and ironically celebrate the hate they have received, helping the world to experience, first-hand, the campaign message.
Watch the short film below:
Fall/Winter 2018 Collection
HAUTE COUTURE
We have all been victims of negativity and criticism on social media. Whatever you do online, there is always somebody ready to criticize. And when hit by unjustified hate, most of us take a step back. But hiding and feeling bad about is not going to help anyone. The truth is this: the more you expose the hate you get treating it with irony and irreverence, the less power it has to cause harm. This is why we are launching Haute Couture. A unique collection designed to do just that: disempower hate.
Then, because no one gets more hate than the celebrities and names we follow on social media, we are kicking this off with a group of polarizing global personalities including Nicki Minaj, Gucci Mane, Bella Thorne, Bria Vinaite, Tommy Dorfman, Miles Heizer, Yovanna Ventura, Barbie Ferreira, Yoo Ah-In and Jonathan Bellini to help deliver an important message: "The more hate you wear the less you care.". They chose the very worst of the comments they have ever received, and we have designed exclusive Haute Couture items for each of them. Nicki Minaj was dubbed “The Bad Guy.” Gucci Mane was told “Fuck You, Imposter.” Bella Thorne was named a “Slut.” And, Tommy Dorfman was called “Faggot.”
