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. 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.
With this in mind, Diesel is launching Haute Couture. A unique collection designed to do just that: disempower hate. Diesel took some of the hate 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, Diesel is 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 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 the Haute Couture collection, available in selected Diesel stores and on diesel.com.
“We are doing all of this to inspire everyone out there to create their own one-of-a-kind Haute Couture items“. In key markets around the world, starting from October 6, you will be allowed to personalize this new collection, creating and wearing the worst comment you received. And with the proceeds from the sale of Haute Couture items, Diesel will be making a donation in support of anti-bullying and cyberbullying programs of the OTB foundation.
Diesel’s 2025 Pride capsule collection, created with the Tom of Finland Foundation, is all about freedom, freedom to express yourself, to love who you want, and to be unapologetically you.
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