Diesel's Fall campaign this year puts a playful spin on "wardrobing"—that is, buying an item online, wearing it once and then returning it.
It's a phenomenon that all retailers struggle with, but Diesel may be the first to put it front and center in a campaign. While not exactly encouraging the behavior, Diesel's take is that if you're going to do it anyway, why not fully enjoy it in the process?
In an ad by Publicis Italy a narrator recites Diesel's return policy in sing-songy fashion—items must be given back with labels, in pristine condition, etc. We see models wearing the items on nights out, having a great time but with tags intact. Some take care not to get them dirty, with one woman festooned in napkins as she carefully eats a meal, while others pull them out and display them like a source of pride.
Directed by Similar But Different, the film will be released just before New York Fashion Week. Photographer Angelo Pennetta also shot ads featuring models wearing items from the Fall collection.
Diesel says the point is neither to condone nor condemn the behavior. It's a bold, but somewhat controversial stance, as it could be argued that "wardrobing" encourages the disposable attitude toward fashion that climate change campaigners are urging consumers and retailers to abandon.