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Diesel encourages fans to wear their hate with anti-bullying campaign

Nicky Minaj for Diesel "Ha(u)te Couture"
Nicky Minaj for Diesel “Ha(u)te Couture”

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.

Are you thinking innovatively enough about your brand messaging and collaborations? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

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Diesel teams up with cult Berlin kebab shop for latest collab

Diesel x Mustafa
Diesel x Mustafa

Diesel has teamed up with cult Berlin-based kebab kiosk, Mustafa’s Gemüse Kebap, for a limited edition collection drop.

The line launched last weekend at Zalando’s customer-facing trade show, Bread & Butter, a model aiming to emulate the success of ComplexCon in the US by hosting immersive customer experiences, exclusive drops and live music. At the event, Mustafa himself was also serving his popular kebab creations.

In line with the Italian brand’s satirical approach to fashion, Diesel is hoping to challenge what is expected of typical collaborations with this launch – where one brand piggybacks on another’s ‘cool’ factor through limited edition clothing that targets the trend-driven demographic. It also serves as commentary on how collab-obsessed the younger generation (and subsequently, brands who wish to target such customer) have become.

The Diesel x Mustafa collaboration includes jumpers, t-shirts and hats, and will also be available for sale on diesel.com and at selected Diesel stores worldwide.

Diesel’s latest initiative follows on from previous marketing activity that serves to reinforce the brand’s commitment to celebrating the unusual, and doing so with a sense of humor.

In January this year, it launched its “Keep the World Flawed” campaign, which included a video with digital Easter eggs in which everything was just slightly off; in February, it launched a “Deisel” pop-up store at NYC’s Chinatown neighborhood, selling ‘fake’ versions of its designs; and most recently in May, it launched the prototype for the world’s most uncomfortable meeting room, aiming to keep meetings as short and efficient as possible, while making fun of the fact they are often unnecessary.

Earlier this year, TheCurrent also featured Stefano Rosso, Diesel’s CEO of North America, on TheCurrent Innovators podcast, where he talked about the idea of challenging conformity.

Diesel x Mustafa
Diesel x Mustafa

Are you thinking innovatively enough about your brand messaging and collaborations? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.