Diesel recently launched its video with a
group of polarising global celebrities including Nicki Minaj, Gucci Mane, Bella
Thorne, Bria Vinaite, Tommy Dorfman, Miles Heizer, Yovanna Ventura, Barbie
Ferreira, Yoo Ah- In and Jonathan Bellini. Diesel recently addressed one of
society`s biggest problems that happens quite often on social media which is
bullying. The main message behind the advert is "the more hate you wear
the less you care". The purpose of this advert in to relate to everyday
ordinary people because, at one point in our lives we have been all been
victims of some type of criticism and negativity.
The collection was launched to disempower
hate and express individualism which happens to be the theme trending amongst
this year`s zeitgeist. This relates to mega, macro and micro trends but, Diesel
have only decided to focus on a mega trend. "A mega trend is a pattern or
a movement which has a major impact on business and society as a whole" (Brannon,
2010). Here the campaign is social media norms- bullying.
The brand Diesel itself has shown in the
advert that it has received some hate in the past and quotes in the advert
include "Diesel is dead" and "Diesel is not cool anymore".
The intend that Diesel had in the campaign was to show everyone that this
statements are completely by focusing on the social side of PESTLE (political,
economic, social, technology and environment). The brand stated that"
Nobody is immune to receiving negative comments online. Hiding it and feeling
bad about it is not going to help anyone. Haute Couture is a unique collection design to disempower hate, by taking
the negativity we receive online and turning it into messages of pride that we
can wear (Diesel 2018). One of the other purpose of the launch focuses on
how traditionally haute couture brands are more likely to use a public figure that
would be specifically targeted towards one demographic. While, the video
viewers are most likely to relate to at least one person in the campaign since
everyone has had at least criticism once in their life.
Additionally, the fact that Renzo Rosso (Creative Director of Diesel) decided to take the "u" out of "haute" is a message to both any bully and to all the victims of bullying. The brand predominately targets male due to the fact that it started from working class men but, the brand also targets women as well but, do not really advertise their ladies wear.
Another focus of this advert was to do
with women empowerment as Bella was wearing a shirt in the video with the word
labelled "Slut" along it. What Diesel was trying to do here was to
get the message across that women should be able to wear anything they want and
to feel free. Bella Thorne has been target for being bullied by trolls on
social media when she posts provocative pictures online. People may not agree
with this and want to push their own opinions onto other people.
Many people had an issue with this advert
because, it featured Nicki Minaj wearing a fur jacket on the side of where it
said "The Bad Guy" which references her song Chun-Li. The fact that
Nicki has a several alterations and arguments with several people in the music
industry including Lil Kim, Taylor Swift, Miley Cyrus and her most recent
alteration was with rapper Cardi B. The alteration between her and Cardi
B almost turned physical at the Harper Bazaar Icon Party in New York
in which one of Nicki`s friend got into a fight with Cardi B. This incident
happened a week before the Diesel advert was released. This may be one of the
reasons why the advert has not been as successful as it may have lost its meaning
for the video.
Brannon, E.L. 2010. Fashion Forecasting. 3rd ed. New York: Fairchild.
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