Diesel's Fall campaign doesn't beat around the bush—it acknowledges that 2020 has been one long round of cancellations.
The work, from Publicis Italy, invites people to customize the leather tags on their denim with memories of all the things they didn't get to do this year. The service will be available via a portal on Diesel.com as well as in selected stores worldwide.
So why would people want to celebrate events that didn't happen? The idea, says Diesel, is to commemorate "the memory-making moments that ensued in the absence of those plans."
It's being promoted with a spot, seen here, illustrating all the exciting things you might have missed, such as a surf camp in Bali or a music festival. Meanwhile, there will be online and social content illustrating real-life anecdotes in video clips directed by Pantera via Anonymous Content.
Diesel will follow the stories of influencers like Evan Mock, a skateboarder and model, who chose to enter isolation in Mallorca, Spain, and Julia Fox, an Italian-American actress, who unexpectedly found love during lockdown.
Diesel is also partnering with a canceled event, the Untold Music Festival, to create a series of limited-edition denim trousers called the 2020 Fallen Edition.
The fashion retailer is not the only brand capitalizing on big fetes and confabs that didn't happen; this week we also saw a campaign from Romanian chocolate brand ROM by McCann that offers to "sponsor" canceled events in order to promote a new spin-off candy bar.