Go With The Flaw: Diesel campaign shines ironic light on counterfeit trade


Diesel Instagram

 When it comes to the scourge of counterfeiting, the usual question shoppers might ask is, ‘does it look real enough’? But Diesel has tried a novel way of marketing its brand during New York Fashion Week, with genuine product designed to look fake- and selling at closer to counterfeit level prices than usual.

The company opened a pop-up on Canal Street in the heart of the city’s ‘counterfeit capital’, Chinatown and called it Deisel (yes, that’s correct, not a typo). I say ‘was’ because it sold out fast, although the product will be available online from Tuesday.

The campaign is a strand in the brand’s overall Go With The Flaw campaign (although this time it’s Go With The Fake) and as part of that, the unsuspecting shoppers lured in by the attraction of fakes are part of it all.

Diesel chief Renzo Rosso said: “We’re thinking- why we cannot take and work with this irony? [If] we can create from a problem, maybe we can create something good.”

The sweats, tees, hoodies and jeans are designed to look ‘believably fake’ with prominent logos and pricing around $60-$70.

Rosso said he believes that more than a million counterfeit Diesel goods are sold annually around the world.



For more from New York Fashion Week,  head to WGSN Catwalks Live  to catch every look moments after it comes down the runway.

For more insight around marketing, head to Marketing in 2018: Top Trends.


Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.