Diesel’s Hate Couture Turns the Tables on Trolls

Created by Publicis Italy, the arresting new marketing drive to launch the brand's AW18 collection includes work from two Stink artists: Jovan Todorivic, directs the breezy film, while recent photography signing Vitali Gelwich shot the press/OOH. Catch shots' Q&A with the creative duo next week. 

Bringing a whole new meaning to the term fashion label, the campaign features a cast of celebs and influencers proudly sporting clothing that bears some of the hateful comments and cruel labels social media trolls have levelled at them.

Nicki Minaj

For example, actors Bella Thorne and Tommy Dorfman were labelled ‘slut’ and ‘faggot’ respectively. Nicki Minaj was dubbed ‘The Bad Guy’ and rapper Gucci Mane told 'Fuck You, Imposter'. The limited edition pieces – all available as part of the AW18 collection – push the message  “The more hate you wear, the less you care”. 

The bitterness of the messages is nicely juxtaposed by the joyous, dazzling visuals and jaunty recording of the song, I Wanna Be Loved by You, written in 1928 by Bert Kalmar, Harry Ruby and Herbert Stothart.

Gucci Mane

In select stores, shoppers will be able to buy customised clothing bearing any hateful comments they might have received online. Part of Diesel's proceeds from the collection will be donated to anti-bullying initiatives, including the foundation Only the Brave.