Diesel turns hateful comments into couture worn by Nicki Minaj, Bella Thorne and Tommy Dorfman

Latest from Publicis Italy also lets shoppers customize their own clothes

Published On
Sep 19, 2018

Editor's Pick

Diesel is taking the trolling comments received by the brand, and by celebrities, and turns them into a powerful new campaign and fashion collection.

Celebrities and influencers including Nicki Minaj, Gucci Mane, Bella Thorne and Tommy Dorfman take part in the campaign by Publicis Italy and, in a series of films shared on their social channels, wear fashion items emblazoned with some of the hateful online comments they have received. 

For example, Minaj was called “The Bad Guy,” Thorne was labelled a “slut" and Dorfman was called “faggot.” All the derogatory comments are now limited-edition items in the "Hate Couture" collection, which will be available from September 19 in selected Diesel stores and on Diesel.com. Some of the proceeds from the collection will be donated to anti-bullying foundation Only the Brave.

As part of the campaign, from October 6 customers will also be able to customize their own t-shirts and denim with hateful comments that they've received online. Meanwhile, Diesel flagship stores will be decorated with graffiti reflecting comments the brand has received, like "Diesel is dead."

A spokesman for Diesel explains, "The campaign started with the hate that we get as a brand. So we are working with influencers who are receiving those comments to show that the more you expose hate, it loses power."

Bruno Bertelli, chief creative officer at Publicis, says: "It's a different way to use influencers in a campaign, and it took a long time to get the right people. What's great is that they are sharing this on their own channels."




Sep 19, 2018
Agency :
Publicis Worldwide
Global Chief Creative Officer :
Bruno Bertelli
Chief Creative Officer :
Cristiana Boccassini
Creative Director :
Thiago Cruz
Creative Director :
Mihnea Gheorghiu
Associate Creative Director :
Simone Di Laus
Senior Copywriter :
James Andrews
Junior Art Director :
Alex Eftimie
Junior Copywriter :
Anton Kuerschner
Head of Planning :
Bela Ziemann
Senior Strategic Planner :
Monica Radulescu
Head of Production :
Francesca Zazzera
Producer :
Marijana Vukomanovic
Art Buyer :
Caterina Collesano
Corporate Designer :
Gianluca Chinnici
International Client Service Director :
Eleni Charakleia
International Client Service Director :
Barbara Pusca
Account Supervisor :
Filippo D’Andrea
Head of Social :
Stefano Perazzo
Social Media Manager :
Doina Tatu
Production Company :
Stink Films
Director :
Jovan Todorovic
Executive Producer and Partner :
Blake Powell
Producer :
Natalie Jacobson
Director of Photography :
Christophe Collette
Photographer :
Vitali Gelwich
Head of Photography :
Sarah Lalenya Kazalski
Stylist :
Marc Goehring
Main Videos :
Milena Petrovic
Pills :
Samuele Schiavo
Color Grading :
The Mill
Colorist :
Mikey Rossiter
Color Producer :
Evan Bauer
Post Production Company :
Post Producer :
Ryan Hancocks
VFX Artist :
Edward Taylor
VFX Artist :
George Brunt
VFX Artist :
Alex Snookes
VFX Artist :
Lucie Brant
DMP Artist :
Morten Vinther
Prep Team :
Abhinav Sharda
Prep Team :
Salil Thapa
Prep Team :
Uday Veerapalli
Prep Team :
Prasanth Palaparthi
Prep Team :
Shyam Babu
Prep Team :
Post Production Photography :
Music Track :
Music :
Bert Kalmar
Music :
Harry Ruby
Music :
Herbert Stothart
Publishing :
Warner Bros Music
Publishing :
MPL Music Publishing INC
Publishing :
BMG Rights Management
Publishing :
Songwriters Guild of America
Publishing :
Memory Lane Music Group LLC
Recording Cover Master :
Music Supervision & Consultancy :
Michael Bertoldini
Executive Music Producer :
Seppl Kretz
Executive Music Producer :
Michiel Marsman
Creative Strategy :
Jo Sandow
Creative Strategy :
Marcel Wiebenga
Sync and Licensing :
Ilana Goldstoff
Sync and Licensing :
Stefano Binotto
Audio Mix & Sound Design :
Casting :
Wilhelmina Studio

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