Diesel’s new campaign aims to take a bold stance against bullying with a message of empowerment, encouraging its fans to wear the hate that has been directed towards them.
Using a sarcastic tone which is the brand’s signature style, the campaign, titled “Ha(ute) Couture”, features a central message that says: “The more hate you wear the less you care.” The spirit of the concept is that the more someone exposes hate, the less power it has.
“The main thing is not to hide. Hate comments are based on the fact that people are hiding themselves,” said Bruno Bertelli, global chief creative officer at Publicis Worldwide and chief executive of Publicis Italy, to Campaign. “If you keep [hate] inside, it grows and hurts and becomes bigger and bigger.”
The campaign features a cast of outspoken celebrities, such as rappers Nicky Minaj and Gucci Mane and actors Bella Thorne and Tommy Dorfman, wearing garments that feature some of the verbal abuse that has been directed at them. To celebrate the campaign, Minaj (whose slur is the “Bad Guy”) is also launching a capsule collection with the Italian brand.
From October 6, customers in-store will also have a chance to customize products with hateful comments which they have received themselves.
Speaking to WWD earlier this summer, Diesel founder Renzo Rosso said: “Diesel’s Haute Couture will be a bold message toward haters worldwide, and an invitation for everyone to step up, face and own the negative messages we receive every day.”
A portion of sale proceeds will go to the anti-bullying charity Only The Brave foundation, which is part of Diesel’s parent company, OTB Group.
Diesel’s brand identity has always incorporated pushing the boundaries of conformity, with playfulness and satire lying at the heart of its marketing strategy. Most recently, it collaborated with a cult Berlin kebab shop on an exclusive collection, while for SS18, it launched a Deisel store selling ‘fake’ goods in NYC’s Chinatown neighborhood.
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