Diesel is known for addressing social issues through its clothing and accompanying campaigns. For SS17, it released its Make Love Not Walls campaign video – directed by David LaChapelle – addressed division in the world.
For its new collection, the brand is acknowledging the constant hate that people receive on social media. Available now in stores and online, the ‘Hate Couture’ line is designed to push the message, "the more hate you wear the less you care". Celebrities receive more hate than most, so Diesel selected a handful of celebrities that disempower hate to represent the collection. This includes Nicki Minaj, Bella Thorne, Gucci Mane, Tommy Dorfman, Barbie Ferreira, models Yovanna Ventura and Jonathan Bellini, and more.
Each of the cast members had a piece designed by Diesel featuring hate comments that they have received on social media. The outcome was a series of signature jackets and t-shirts embellished with slogans like ‘The Bad Guy’ (Nicki Minaj), ‘Slut’ (Bella Thorne), ‘Faggot’ (Tommy Dorfman), ‘Fuck You, Imposter’ (Gucci Mane), as well as ‘Diesel is Dead’ and ‘Diesel is not cool anymore’.
To encourage everyone else to own their hate comments, starting from October 6, Diesel customers will be able to create their own one-of-a-kind Hate Couture items; personalised with the worst hate comment they have ever received. Proceeds from the sales of the Hate Couture line will be donated to OTB Foundation, an anti-bullying and cyberbullying charity program.
To accompany the launch, the brand has released a video featuring the cast dancing around to upbeat music, sporting the pieces bearing hate comments said to them. The start of the video zooms in on a phone screen, showing the hatred that happens online. At the end of the short film, Nicki Minaj leads the carnival of dancing celebrities.
Diesel’s Hate Couture line is out now in stores and online.