Negative comments are everywhere around the internet- especially on Instagram nowadays. Diesel is the ultimate brand to challenge online abuse with another riot campaign and a following collection in which celebrities wear hate on themselves to fight online abuse.
The “Haʉte Couture” campaign, by Publicis Italy has launched this week with the tagline “The more hate you wear, the less you care.” It is fronted by the high-brow celebrities and influencers including Nicki Minaj, Gucci Mane, Bella Thorne, Bria Vinaite, Tommy Dorfman, Miles Heizer, Yovanna Ventura, Barbie Ferreira, Yoo Ah-In and Jonathan Bellini.
Each celebrity chose the worst online comments they have ever received to be displayed on clothing designed for them by Diesel. Each of the cast members had a piece designed by Diesel featuring hate comments that they have received on social media. The collection was a series of signature jackets and t-shirts embellished with slogans like ‘The Bad Guy’ (Nicki Minaj), ‘Slut’ (Bella Thorne), ‘Faggot’ (Tommy Dorfman), ‘Fuck You, Imposter’ (Gucci Mane), as well as ‘Diesel is not cool anymore.’ and ‘Diesel is Dead’. The items bearing these real comments are part of Diesel’s limited-edition Haʉte Couture collection that are available online and in stores since the middle of the week.
Diesel promoted a video that features celebrities’ dance and ironically celebrate the hate that has been directed towards them.
The campaign aims to show that by exposing negative comments and treating them irreverently, hate can lose its power.
Bruno Bertelli, Global Chief Creative Officer at Publicis Worldwide and Chief Executive of Publicis Italy commented,
The main thing is not to hide. Hate comments are based on the fact that people are hiding themselves. If you keep [hate] inside, it grows and hurts and becomes bigger and bigger.
Fashion is taking itself too seriously. Sharing negative comments, not hiding them, can be more inspiring than teaching or giving life lessons, which brands should not do. The campaign took more than a year to put together due to the sensitive nature of the topic. Some celebrities who initially signed up later dropped out. Diesel is prepared to receive more negative comments as a result of this effort, and those insults could become part of the campaign later. Haute Coʉture is the next evolution in Diesel’s marketing plan to overturn “rigid” fashion conventions. Diesel sees itself as an outsider brand that challenges conformity. This used to mean going against the establishment, but now challenging conformity is also about questioning social media norms and images of perfection.
Renzo Rosso, Founder of Diesel and President of OTB Group also commented,
We wanted to create this controversial irony with our clothes. It’s the way we have to communicate today. We have to do it with our lifestyle and irony.
For me, the 90s advertising was not very controversial, it was just an ironic way to see the problems. Today it’s more close to the reality of the age, where people are into social issues and can talk with everyone about this. It’s the only way to survive — to be in contact with the new generation.
The Italian brand’s mission began with last year’s“Go With the Flaw” campaign, a brief celebration of flawed beauty set to Edith Piaf’s classic song Non, Je Ne Regrette Rien. Since then, there has been an ad defending the mainstream culture.
Haute Coʉture mimics fashion campaigns that feature influencers, but it aims to do so in its own way. For instance, with the customizable items, the consumers become the real stars.
Consumers can also create their own one-of-a-kind Haute Coʉture items, printing the terminology that they have suffered, starting from 6 October in 42 stores around the world. Diesel will donate a portion of proceeds from the collection to the Only the Brave Foundation, an anti-bullying charity founded by Diesel’s parent company.