Italy – The fashion brand’s latest campaign features celebrities proudly wearing clothes emblazoned with real online abuse.
Starring names such as actor Bella Thorne and rappers Nicki Minaj and Gucci Mane, the campaign addresses the fact that four in 10 Americans have personally experienced online harassment, according to Pew Research Center. Dubbing the movement Hate Couture, Diesel proposes that victims should embrace cyberbullying by proudly wearing the comments they receive, with plans to soon launch a service to custom-make this clothing.
Until then, customers can buy pieces worn by the celebrities in a supporting campaign video, as well as designs featuring hate comments received by 150 social media influencers employed by the brand. In addition, Diesel has embraced the brand’s own share of online hate by plastering its stores with comments such as ‘Diesel is dead’.
Online bullying continues to be a prevalent issue, in particular among Generation Z consumers. To find out more about how this generation is confronting these issues head-on, watch out for our upcoming Youth macrotrend.