Diesel vs the haters

We have all been victims of negativity and criticism of social media. How to fight hate and take power away from haters? With irony and irreverence. It is the response of Diesel that launches the Haute Couture capsule with which, starting from 6 October, it will allow its customers to customize the new garments, with the worst comments they have ever received, showing them proudly and making them unique pieces . And who is most impressed by celebrity insults? Nobody. So the brand has chosen for the advertising campaign of the line, which will be available from 17 September in selected Diesel stores and on diesel.com, a collective cast of controversial influencers including Nicki Minaj, Gucci Mane, Bella Thorne, Bria Vinaite, Tommy Dorfman , Miles Heizer, Yovanna Ventura, Barbie Ferreira, Yoo Ah-In.

They too have chosen the worst comments ever received, and the Italian company has created exclusive items for each of them: "The Bad Guy" for Minaj Gucci "Fuck you, Imposter" for Mane, "Slut" for Thorne or "Fagot" for Dorfman. All these celebrities are also the protagonists of a series of video content in which they ironically dance and celebrate the hatred they have received, helping the world to follow the campaign's message: the more you wear, the less you care. This last chapter of Diesel fits perfectly into the new marketing and communication strategy, ironic and attentive to true contemporary influencers, ie the real people, the one that dictates style in the streets, as we have seen in the Diesel x Mustafa's Gemüse Kebap capsule collection, in collaboration with the famous owner of the cult kiosk in Berlin.