Image: Diesel.com

Image: Diesel.com

Image: Diesel.com

Image: Diesel.com

Image: Diesel.com

Image: Diesel.com

Image: Diesel.com

Our fascination for Diesel campaigns continues unabated. Over the last week, a lot of people asked if someone had vandalized Diesel Stores with this HATEFUL message “Diesel is DEAD”

DIESEL Ha̶u̶te Couture FW18

We have all been victims of negativity and criticism on social media. Whatever you do online, there is always somebody ready to criticize. And when hit by Unjustified Hate, most of us take a step back. But hiding and feeling bad about is not going to help anyone. 

The truth is this: the more you expose the hate you get, treating it with irony and irreverence, the less power it has to cause harm. This is why Diesel launched HaɄte Couture. A unique collection designed to do just that: Disempower Hate

Where to start if not from what they have experienced directly? They took some of the hate Diesel received as a brand, like “Diesel is dead” and “Diesel is not cool anymore”, showing them with pride and turning them into unique items. 

Then, because no one gets more hate than the celebrities and names they follow on social media, they are kicking this off with a group of polarizing global personalities including:

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."

They chose some of the worst comments they have ever received, and Diesel has designed exclusive HaɄte Couture items for each of them. 

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.” 

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

* This is not a sponsored post.