Diesel’s new campaign taps Nicki Minaj and reclaims hate speech

Words by Maeve Kerr-Crowley

Later, hater.

What’s the best way to deal with haters?

You could ignore them or, like Diesel, you could expose the hate, have a good laugh and take away its power.

Diesel’s latest collection, Haute Couture, takes people’s criticism of the brand and turns it into fashion. Pieces feature slogans like ‘Diesel is dead’ and ‘Diesel is not cool anymore’.

To celebrate the release, the label has also teamed up with a number of celebrities who are used to receiving hate.

Stars like Nicki Minaj, Gucci Mane and Bella Thorne chose some of the worst comments they’ve ever received, and Diesel put them on Haute Couture designs too.

Videos of the celebs dancing in shirts, jackets and hoodies emblazoned with words like ‘slut’, ‘cynic’ and ‘poser’ will be posted on social media, the home of unnecessary hate.

To really stick it to the haters, Diesel will also be donating a portion of the collection’s profits to anti-bullying and cyberbullying programs.

The collection is available now for a limited time online and in select Diesel stores.


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