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Diesel Takes on Returning Worn Clothes in Its Fall Campaign by Publicis Italy

The campaign’s photographs and videos have been shot and directed by photographer Angelo Pennetta

Diesel Takes on Returning Worn Clothes in Its Fall Campaign by Publicis Italy

You may have heard of the term “Wardrobing.” The word is used for the act of buying an outfit, wearing it and returning it after. A lot of people do it—it’s a rising trend, and most fashion brands struggle with how to handle it.

Not DIESEL though, which introduces its new fall campaign called “Enjoy Before Returning”: a playful, nonconformist stance on this controversial topic. Rather than condemning wardrobing, the brand comes to terms with it. If shoppers are going to buy, wear and return an item anyway, why not fully enjoy it in the process?

To illustrate DIESEL’s point of view on wearing and returning, the campaign’s photographs and videos have been shot and directed by photographer Angelo Pennetta.

Penetta’s imagery lenses wardrobes wearing DIESEL’s new Fall collection, along with watches and eyewear products. All of the items—including separate watch still-life visuals shot by the photographer Roberto Badin—share the common thread of “wearing the tag out.”

A self-ironic film—directed by Similar But Different—will be released just before New York Fashion Week. The video portrays different party goers enjoying the night in DIESEL outfits with the tags prominently on display—outfits they will seemingly return the next day. Throughout the film, a voice over will ironically recite DIESEL’s return policy. The point? DIESEL does not condone the act, but it will not hold it against you.

Following the release of the film, DIESEL will host a “Return Party” at London Fashion Week.

The campaign’s overall creative concept and execution was handled by Publicis Italy.

Featured Companies: Diesel , 1806 Agency

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Post Production / VFX

Post Production Company: Diego Speroni @1806 Agency

Colourist: Jason Wallis

Colour Producer: Oscar Wendt

Production Company

Production Company: Smuggler, Art Partner, 1806 Agency

Director: Similar But Different

Executive Producer: Fergus Brown and Chris Barrett


DOP: Kaname Onoyama, Errol Rainey

Stylist: Julia Sarr-Jamois

Photography: Roberto Badin @1806 Agency

Casting: Julia Lange

Set Designs: Martina Lucatelli

Hair/Make up: Lotten Holmqvist, Syd Hayes, Anatole Rainey

Choreographer: Ryan Chappell

Photographer / Director: Angelo Pennetta

Production Company (photo/film): Art Partner


Music Company: Sizzer

Creative Agency

Creative Agency: Publicis Italia

Chief Creative Officer: Cristiana Boccassini

Creative Director: Thiago Cruz, Mihnea Gheorghiu

Copywriter: Sébastien Rouvière

Art Director: Andrea Sarcullo

Global CCO: Bruno Bertelli

General Manager: Daniela Di Maio

Creative Supervisor: Costanza Rossi

Digital Associate Creative Director: Ilaria Castiglioni

Account Director: Filippo D’Andrea

Account Executive: Mirko De Martini

Senior Strategist: Monica Radulescu

Social Media Manager: Doina Tatu

TV Producer: Erica Lora Lamia

Art Buyer: Caterina Collesano, Marcella Garutti

Category: Clothing and Fashion , Denim