Ha(u)te Couture

Publicis, Milan


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Why should one want to wear terms like “Faggot”, “Slut” or “The Bad Guy” on their own clothes? Diesel has the answer: The fashion brand is putting a collection on the market called “Ha(u)te Couture” and wants to send out a signal against hatred on the internet. The principle of the hate collection: Diesel, together with a group of stars such as Nicki Minaj, Bella Thorne and Tommy Dorfman, has selected insults against them from social media and turned them into the themes of the collection. True to the motto: “The more hate you wear, the less you care”.

Joakim Borgstrom: “I hate this idea. I hate the design. I hate the strategy. I hate the influencers. I hate everything in this campaign. Hate. HATE. HAAAAAATE!!!!! Can you please use my hate messages in your collection? FU!”

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