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2019 One Show - Social Media

Diesel Ha(u)te Couture

Agency Publicis Italy / Milan + Stink / London + The Mill New York / London + Sizzer / Amsterdam

Client Diesel
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Annual ID

OS_SM19058M

About the Work

We used real hate comments from social media to create our global FW collection, which we named HA(U)TE COUTURE, and changed the conversation about online hate, while inspiring and enabling people to show how much they don’t care about hate by wearing it loudly and proudly. We tapped almost 600 celebrities and influencers whom we chose not by how liked they are, but by how polarizing they are - and asked them to pick the worst comments they got on social media and turned them into limited edition items. We also turned the worst hate comments we got as a brand into clothes. Finally, we made personalization available globally for everyone to customize any DIESEL item with a hate message they’d received