Diesel is staying true to its roots of non-conformity by encouraging fans to “Go with the Flaw” in its latest campaign for the autumn/winter 2017 season.
It kickstarted the initiative by deleting all of the content from its Instagram page, which boasts 1.2m followers, in a bid to show that we live in a world today focused too much focus on filtering towards perfection.
“Today conformity is the chase of perfection, look at your social channels: perfect holiday, perfect pictures, perfect life, fitting in with the status quo. It’s going with the flow,” the press release reads. “It’s time to go with the flaw. That’s right, we said FLAW. Not flow. Be unordinary because #flawless is forgettable. Roll with what you’ve got, even though it’s not ideal. Embrace what you can’t control. Find a little bravery to wear your flaws with pride, take a front seat and enjoy the ride.” Its social media refresh is designed to represent this “imperfect new beginning”.
The campaign is otherwise fronted by a film directed by François Rousselet – who in the past has worked with Snoop Dogg, Madonna and the Rolling Stones. It showcases a cast of models embracing the uncomfortable in their everyday lives with a sense of humour, set to a soundtrack of Edith Piaf’s “Non, je ne regrette rien”.
The campaign aligns with Diesel’s history of celebrating uniqueness since its conception. “I was 15 years old when I made my first pair of jeans by hand. Of course they weren’t perfect. But that made them special – and unique, like everything we have done across our history so far,” says Diesel founder Renzo Rosso. “I have always been more interested in imperfection because it stands out from the crowd.”
Print images, shot by London-based photographer Tom Sloan, further showcase models in imperfect scenarios, where the tagline “Go with the Flaw” is accompanied by relevant phrases such as “Fits better with compulsive shopping” and “Fits better with being reckless”, in a call-to-action reminiscent of the brand’s previous “Be Stupid” ads.
“Being unique is much more beautiful than being perfect,” says Diesel’s artistic director Nicola Formichetti. “Change the way you look at things so even the bad becomes positive, overcoming obstacles and fears.” Throughout his work as a stylist and now creative director, Formichetti has become known for challenging preconceived notions of beauty by casting models with out-of-the-ordinary features and personalities.
This is the brand’s first campaign under new creative agency, Publicis Italia.