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Diesel boldly channels the negative into a positive via its new ‘Hate Couture’ collection/campaign

Sticks and stones may break my bones, but words will never hurt me… so the saying goes.

Diesel is boldly tapping into this notion for its latest collection and campaign, printed with some of the worst comments that have been made about the brand’s celebrity roster on social media.

Aptly called ‘Hate Couture’, the collection features Nicki Minaj, Gucci Mane, Bella Thorne, Bria Vinaite, Tommy Dorfman, Miles Heizer, Yovanna Ventura, Barbie Ferreira, Yoo Ah-In and Jonathan Bellini, to help deliver an important message: “The more hate you wear the less you care”.

Nicki Minaj was dubbed ‘The Bad Guy’. Gucci Mane was told ‘Fuck You, Imposter’. Bella Thorne was named a ‘Slut’. And Tommy Dorfman was called ‘Faggot’. You get the picture.

All these comments are now limited-edition items in the Haute Couture collection, available from September 19 in selected Diesel stores and on diesel.com.

The campaign is also encouraging people to create their own one-off items. Customers will be able to personalise the new collection, creating and wearing the worst comments they have ever received.

At a time when brands are becoming increasingly political to catch the attention of jaded Millennials, parent company president Renzo Rosso told WGSN that it’s even more important that brands need to be “real” because access to social media means”they can check and share if you are bullshitting or not”.

With political campaigns a key part of the 40-year-old brand’s history, Rosso emphasised that Diesel is different to many of the others emerging in this space. “They are very serious. We are sincere, but we like to use irony to make fun and point out issues.”

The brand has therefore used some of the worst things said about it as part of the campaign, with its Milan store covered with the slogan: “Diesel is dead”.

Proceeds from the sale of the Haute Couture items will be donated via the Only The Brave Foundation in support of anti-bullying and cyberbullying programmes in different countries around the world.

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