DIESEL’S Haute Couture Campaign: The more hate you wear the less you care.

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 it 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 we are launching HauteCouture. A unique collection designed to do just that: disempower hate.

Where to start if not from what we have experienced directly?We 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 we follow on social media, we 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 the very worst of the comments they have ever received, and we have designed exclusive HauteCoutureitems for each of them. Nicki Minajwas dubbed “The Bad Guy.” Gucci Manewas told “Fuck You, Imposter.” Bella Thornewas named a “Slut.” All these comments are now limited-edition items in the Haute Couturecollection, available from October (exact date TBC) in selected South African Diesel stores.

This new chapter of Diesel communication starts and lives where online hate is born – mostly on social media – with a series of tailor-made videos for each member of our stellar cast. We can see them dance and ironically celebrate the hate they have received, helping the world to experience, first-hand, the campaign message.

We are doing all of this to inspire everyone out there to create their own one-of-a-kind Haute Coutureitems. In key markets around the world, starting from October 6, we will let our customers personalize this new collection, creating and wearing the worst comment they have ever received. And with the proceeds from the sale of Haute Coutureitems, Diesel will be making a donation in support of anti-bullying and cyberbullying programs of the OTB foundation.

Here the video: https://www.youtube.com/watch?v=lUJtUojXY1k

Source: http://previdar.com

Why Diesel Is Selling Knock-Offs To Unsuspecting Customers

Diesel has opened a bootleg store in New York’s Chinatown selling fakes that are actually real. In an exclusive interview, Diesel founder and president of OTB Renzo Rosso tells Vogue why ‘DEISEL – For Successfull Living’ is the ultimate brand strengthening exercise.

“HANDBAG, handbag, watches, watches.” Down in New York’s Chinatown, sales assistants operate from behind concealed doors and the trunks of cars, plying their luxury knock-offs to fashion fans who want that latest four-figure It bag without the prohibitive price tag. As of today, however, there’s a new sales tactic on the block: Diesel has opened a pop-up store of products based on bootleg designs called ‘DEISEL – For Successfull Living’.

The pop-up, which is decked out like any other traditional hole-in-the-wall, fake-as-they-come shop space on Canal Street, is part of Diesel’s spring/summer 2018 campaign strategy, Go With The Flaw. Stock comprises a series of denim, sweatshirts, caps and T-shirts, all printed with the misspelt Diesel logo, and is priced at knock-off sums. According to Renzo Rosso, the president of OTB group, which owns Diesel, the venture is aimed at “encouraging fans to feel free to wear whatever they want.”

Being authentically fake is an interesting idea. Bootlegs have historically been viewed as A Bad Thing for fashion, eating into profits and damaging the inherent value of a brand, with the caveat that they will also possibly harm the customer who – wittingly or unwittingly – buys them (those fake Prada sunglasses? No UV protection. And watch out for Cobalt-60, a radioactive isotrope, found in counterfeit metal bag straps). But in recent seasons brands have been keen to embrace the bootleg, with Vetements and Gucci both selling “fake” collections of designs based on counterfeits popular in Korea for the former, and in the Eighties streets of New York for the latter.

Is imitation still the greatest form of flattery – or an illegal practice that needs to be stamped out? “It’s both!” says Rosso, corresponding with Vogue over email. “If someone copies you it means that your brand is worthy and top of mind with consumers, but at the same time we make every effort to protect our brand from counterfeit activity. We will keep fighting to protect our brand by implementing state-of-the-art technologies, we cannot have any tolerance for fraudsters – on and offline.” The Chinatown pop-up, Rosso says, was conceived of as a joke. “We wanted to bring out our self-irony… and also to slightly mock the current logomania trend, in a Diesel way. We never want to take ourselves too seriously.”

Does he worry that by making a virtue of counterfeit, he is undermining the value of authentic, full-price product? If people can get just as good “fake” Diesel products at a “knock-off” price, why would they then pay for the real deal? “Not at all,” Rosso replies. “We are using the power of Diesel to strengthen it even more. The real deal is for those who own a DEISEL item now – it will become something to collect and impossible to find unless you buy it fast on our e-comm before it’s sold out. We did this for our core fashion customer looking for something that will turn heads and spark questions, while actively taking part in the culture and reinforcing our commitment to go with the flaw. The ‘knock-off’ price point and the fake store was an experiment to celebrate those brave enough to find their own unique style.”

Still, Rosso always keeps the business plan front of mind. “If anyone else follows they’ll have to do a knock-off of a knock-off,” he writes. “But, just to be clear: we trademarked DEISEL.”

Source: https://www.vogue.co.uk