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Diesel´s new campaign is a statement against trolling culture

Social media is a huge part of a lot (especially young) peoples lives and can have – of course – a positive impact. It allows to build friendships, keep in touch with family and friends, and express themselves and their opinions in different ways. But it also brings with it constant pressure especially to compare themselves with others, it creates unrealistic expectations about life and it’s highly addictive as social media activates your brain’s reward center. And unfortunately it opens the door to bullying, hate, and harassment which can have a big impact on mental health.

Cult brand Diesel has adressed this important topic into their newest collection “Ha̶u̶te Couture” to expose the hate with irony and irreverence to reduce the power to cause harm. “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. 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.” The more you expose the hate you get treating it with irony and irreverence, the less power it has to cause harm. They chose the very worst of the comments they have ever received, and we have designed exclusive Haute 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 their Ha̶u̶te Couture collection, available in selected Diesel stores and on diesel.com. Diesel will be making a donation in support of anti-bullying and cyberbullying programs of the OTB foundation.



all images provided by press agency