Diesel just launched their incredible autumn/winter 2018 campaign and it expertly addresses a real-life social problem – cyberbullying.
The cast includes Nicki Minaj, Gucci Mane, Bella Thorne and other celebrities who are no stranger to online scrutiny and harassment.
The campaign video features the entire cast wearing real-life comments directed at them on what they refer to as ‘hate couture’ – a clever play on haute couture, of course.
Nicki has the words ‘The Bad Guy’ across her tee, while the word ‘slut’ is apparent on Bella’s. Sharing the video on Instagram, the actress wrote: ‘There’s not really a way of avoiding online hate. So why not happily embrace what you can’t avoid? That’s the highway to not giving a f*ck about it, friends. The more hate you wear, the less you care #dieselhatecouture #ad@diesel‘
Check out the official campaign video:
‘We wanted to create this controversial irony with our clothes,’ says Renzo Rosso, founder of Diesel and president of OTB Group, the holding company of Diesel, as well as Maison Martin Margiela and Marni. ‘It’s the way we have to communicate today. We have to do it with our lifestyle and irony,’ he continued.
And the campaign only gets better! Proceeds from the sale of the limited-edition pieces will be donated to anti-bullying programmes at Diesel’s OTB foundation, a not-for-profit organisation.
The brand, which is celebrating its 40th anniversary this year, is no stranger to creating controversial campaigns aimed at shedding light on issues around politics, race and sexuality. Their ’90s–’00s ‘For Successful Living’ campaign even took on apartheid, depicting a black man diving into a pool for ‘whites only’.
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