Diesel is not only celebrating Pride Week, but also celebrating the fact that people who unfollowed the account, because of the new collection referring Pride.
After the rebellious fashion brand released a Pride-themed collection and posted LGBTQ+ related content on social media, the account has apparently lost 14,000 Instagram followers. Diesel introduced the new campaign as, ‘The perfect wardrobe for a Pride parade, or for lounging at home—no matter what, each piece exudes vibrancy and self-love.’
However, Diesel turned this into an antagonistic approach with a post in the run up to London Pride which took place this past weekend, that celebrated the ‘lost followers’. The campaign was held by Publicis Italy.
In a statement, a Diesel spokesperson says:
Diesel has always been a supporter of the community. And even if we like to think that our Instagram community shares the same values, after one week and a lot of surprising homophobic comments, we discovered we lost 14,000 followers because of our content that covered the history of the LGBTQ+ and showed the brand’s support. While other brands would see this as a reason to worry, Diesel decided to celebrate the followers’ departure. Because followers are important. But love is more important.
Utterly famous for their edgy marketing strategy in almost every single campaign, Diesel knows how to make a splash, probably for the special occasions.