Diesel – Haute Couture > Welcome haters

We have all been victims of negativity and criticism on social networks. How can we fight hatred and take power away from those who hate? Well, Diesel has it very clear: with irony and irreverence.

For this reason, the Italian company has presented Haute Couture, a capsule with which, from 6 October, it will allow its customers to personalise the new garments, with the worst comments they have ever received, thus showing them proudly and making them unique.

With the aim of globalizing this attitude to the negativity of social networks, Diesel has selected a cast of controversial personalities who star in the campaign: Nicki Minaj, Gucci Mane, Bella Thorne, Bria Vinaite, Tommy Dorfman, Miles Heizer, Yovanna Ventura, Barbie Ferreira or Yoo Ah-In.

They have also chosen the worst comments ever received, and the Italian company has created exclusive articles for each: “The Bad Guy” for Minaj, “Fuck you, Imposter” for Gucci Mane, “Slut” for Thorne or “Bassoon” for Dorfman. All these celebrities are also protagonists of a series of video contents in which they ironically dance and celebrate the hatred they have received, sharing a common message: “the more hate you wear, the less you care“.

Un mesaje con intenciones sociales que esperamos impregne a todos aquellos cuyo leit-motiv es el “hating”.