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Nov 17, 2018

Diesel: HAɄTE COUTURE, The More Hate You Wear The Less You Care

Local SA influencers share their personal Hate Couture messages with fans over social media in support of the global DIESEL HAɄTE COUTURE campaign which is headed up by Nicki Minaj.

We have all been victims of negativity and criticism on social media. Whatever you do online, there is always somebody ready to criticize. And when hit by unjustified hate, most of us take a step back. But hiding and feeling bad about itis not going to help anyone.

The truth is this: the more you expose the hate you get treating it with irony and irreverence, the less power it has to cause harm. This is why we are launching Haute Couture. A unique collection designed todo just that: disempower hate. Where to start if not from what we have experienced directly? The team took some of the hate Diesel received as a brand, like “Diesel is Dead” and “Diesel is not cool anymore” showing them with pride and turning them into unique items.

Then, because no one gets more hate than the celebrities and names we follow on social media, they’re kicking this off with a group of polarizing global personalities including Nicki Minaj, Gucci Mane, Bella Thorne, Bria Vinaite, Tommy Dorfman, Miles Heizer, Yovanna Ventura, Barbie Ferreira, Yoo Ah-Inand Jonathan Bellini to help deliver an important message: “The more hate you wear the less you care.”

They chose some of the worst comments they have ever received, and designed exclusive HauteCouture items for each of them. Nicki Minaj was dubbed “The Bad Guy.” Bella Thorne was named a “Slut.” All these comments are now limited-edition items in the Haute Couture collection, available in select South African Diesel stores.

This new chapter of Diesel communication starts and lives where online hate is born – mostly on social media – with a series of tailor-made videos for each member of the stellar cast. We can see them dance and ironically celebrate the hate they have received, helping the world to experience, first-hand, the campaign message.

With the proceeds from the sale of Haute Couture items, Diesel will be making a donation through the Only The Brave Foundation in support of anti-bullying and cyberbullying programs in different countries around the world.

For more visit Diesel.


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