Diesel Haute Couture

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.

References
Brannon, E.L. 2010. Fashion Forecasting. 3rd ed. New York: Fairchild.