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Diesel Enlists Nicki Minaj and Gucci Mane and Other Pop Royalty for its New Hate Couture Campaign

This new chapter of Diesel communication, created by Publicis Italy, starts and lives where online hate is born - social media

Diesel Enlists Nicki Minaj and Gucci Mane and Other Pop Royalty for its New Hate Couture Campaign

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. This is why we are launching Haute Couture. A unique collection designed to do just that: disempower hate.

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.

Then, because no one gets more hate than the celebrities and names we follow on social media, we are 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 some of the worst 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 from September 19 in selected Diesel stores and on diesel.com.

This new chapter of Diesel communication, created by Publicis Italy, starts and lives where online hate is born – mostly on social media - with a series of tailor-made videos for each member of our stellar cast. We can see them dance and ironically celebrate the hate they have received, helping the world experience, first-hand, the campaign message.

We are also encouraging everyone out there to create their own one-of-a-kind Haute Couture items. In key markets around the world, starting from October 6, we will let our customers personalize the new collection, creating and wearing the worst comments they have ever received. And with the proceeds from the sale of the Haute Couture items, Diesel will be making a donation through the Only The Brave Foundation in support of anti-bullying and cyberbullying programs in different countries around the world. 



Global Chief Creative Officer Publicis WW & CEO Publicis Italy: Bruno Bertelli

Chief Creative Officer Publicis Italy: 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, 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 at Blink: Blake Powell

Producer: Natalie Jacobson

DOP: Christophe Collette

Photographer: Vitali Gelwich

Head of Photography: Sarah Lalenya Kazalski

Stylist: Marc Goehring


Main videos: Milena Petrovic

Pills: Samuele Schiavo (Prodigious Italy)


Color Grading – The Mill NY

Colorist: Mikey Rossiter

Color producer: Evan Bauer

Postproduction Company: MPC London

Post Producer - Producer – Ryan Hancocks

VFX artists - Edward Taylor, George Brunt, Alex Snookes, Lucie Brant

DMP artist – Morten Vinther

Prep team - Abhinav Sharda, Salil Thapa, Uday Veerapalli, Prasanth Palaparthi, Shyam Babu, Yoki




Music track: “I WANNA BE LOVED BY YOU” (Bert Kalmar, Harry Ruby, Herbert Stothart)

Publishing: Warner Bros Music Italy Srl, MPL Music Publishing INC, BMG Rights Management Italy Srl, Songwriters Guild of America, Memory Lane Music Group LLC

Recording cover master: Sizzer

Music supervision and consultancy: Michael Bertoldini

Executive music producers: Seppl Kretz, Michiel Marsman

Creative strategy: Jo Sandow, Marcel Wiebenga

Sync and licensing: Ilana Goldstoff, Stefano Binotto



Featured Companies: Diesel

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Category: Clothing and Fashion , Day Wear

Genre: Fashion & Beauty , People