This autumn/winter Diesel is disempowering hate with its Haʉte Couture advertising campaign.
The store on Carnaby Street has been taken over with the message 'The more hate you wear, the less you care'.
'We have all been victims of negativity and criticism on social media,' says a spokesperson for Diesel. '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.'
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 are supporting the campaign.
Diesel worked with StudioXAG on the creative.