Italian apparel company Diesel recently released a badass collection that capitalizes on hate comments by converting them into fashion statements.
The company’s creative agency Publicis Italy released a star-studded anti-cyber-bullying ad campaign that features stars such as Nicki Minaj, Barbie Ferreira and Bella Thorne wearing pieces from the collection — aptly dubbed “Haute Couture” — emblazoned with hate-driven words that the stars actually received online.
“Hate comments are based on the fact that people are hiding themselves,” chief executive of Publics Italy Bruno Bertelli told Campaign. “The main thing is not to hide. […] If you keep [hate] inside, it grows and hurts and becomes bigger and bigger.”
Last week, a similar campaign attempt by Revolve focusing on body-shaming flopped because of an early release and faulty advertising. Revolve has since apologized for the incident, saying the intention was not to promote body-shaming but to empower women. After all, “The more hate you wear, the less you care,” Diesel’s ad says.
The “Haute Couture” set will be available on October 6 in 42 stores worldwide. Customers can customize their own pieces and turn those insults into mere accessories. Diesel will donate some of the proceeds to Only The Brave Foundation, which supports anti-bullying and cyberbullying programs in different countries around the world.
Check out Diesel’s “Haute Couture” ad campaign below:
