Diesel
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Brand: Diesel

Season: FW18

Key Pieces: The denim jacket with “Not Cool Anymore’ all-over print, hooded fur coat embellished with “The Bad Guy” comment, and “F*ck You Imposter” graphic tees are some of the standouts.

Editor’s Notes: Diesel is taking a stand against bullying with its newest Haute Couture (read Hate Couture) campaign, featuring celebrities like Nicki Minaj, Gucci Mane, Bella Thorne and others — all of whom have found themselves the target of online abuse.

By choosing words of criticism they’ve received, the brand has designed exclusive items for each of them. Nicki Minaj flexes a luxe fur coat emblazoned with the words “The Bad Guy,” while Gucci Mane has “F*ck You, Impostor” written on his shirt.

Essentially reversing hurtful comments into appealing fashion, Diesel aims to disempower them. “The more you expose the hate you get treating it with irony and irreverence, the less power it has to cause harm,” explained Diesel.

The range also includes hoodies, denim jackets and a bomber punctuated with other slogans like “Slut,” “Diesel is Dead,” and more. The brand will also allow customers to personalize this collection, creating and wearing an item detailed with a worst comment they’ve ever received, beginning October 6.

Furthermore, a portion of proceeds from the sale of the collection will be donated in support of anti-bullying programs at its OTB foundation, a non-profit organization.

With prices starting at $98 USD, you can shop the collection at Diesel’s online store now.

View the full campaign below, also starring Bria Vinaite, Tommy Dorfman, Miles Heizer, Yovanna Ventura, Barbie Ferreira, Yoo Ah-In and Jonathan Bellini.

Now, in case you missed it, here’s a closer look at Diesel’s capsule with Berlin’s most famous kebab kiosk.

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Words by Renz Ofiaza
Staff Writer

scribbling by day, architect by night

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