Italian fashion label Diesel has today announced that it will bring its new Ha(u)te Couture collection to the TFWA World Exhibition in Cannes.
Ha(u)te Couture (read Hate Couture) presents a new message from Diesel that stands against online bullying and messages of hate. The brand explained that the TFWA event has become a “can’t miss occasion” for Diesel and that it was therefore decided to be “the perfect stage” for the new line.
The collection and its impactful accompanying campaign launched last week with a special event during Milan Fashion Week headlined by popstar Nicki Minaj. The invitation was given cryptically via Minaj’s Instagram account.
Fans who decoded her message arrived at Diesel’s boutique in Milan’s San Babila neighbourhood, where they became the audience for a mini catwalk show and a presentation that the brand said was designed to “hype” the collection launch.
Minaj heads the campaign, which has the motto ‘the more hate you wear, the less you care’. Diesel encourages customers and celebrities alike to take the worst comments they have received online and ironically wear them, emblazoned on bespoke apparel.
Other celebrities featured in the campaign include Bella Thorne, Gucci Mane, Yoo Ah-In and Yovanna Ventura.
Diesel explained: “Nobody is immune to receiving negative comments online. Hiding it and feeling bad about it is not going to help anyone. Ha(u)te Couture is a unique collection designed to disempower hate, by taking the negativity we receive online and turning it into messages of pride that we can wear.”
During the event in Cannes, the brand said it will “take over” the city with more than 133 billboards and city lights. It will also partner with The Scene; staff uniforms will be branded, as will a photobooth activation.
As well as the Ha(u)te Couture line, Diesel will use the TFWA exhibition to present its autumn/winter 2018/19 collection, which the brand said “embodies our engagement in continuing to reconstruct our image.” It added that key elements include sport, denim, colours, graphics, checks and treatments.
Of travel retail, Diesel said: “In recent years, this sector is seeing regular growth for the brand. Diesel deeply considers the idea of people on the move, and our offer aims to give a 360-degree experience during every journey.
“This ongoing growth is showcased by recent and future openings, including at the following airports: Moscow Vuknovo, Malta, and Shanghai Hongqiao, as well as a number of cruise ships. A key objective in 2019 is for Diesel to extend its distribution at international airports worldwide.”
