Milan, January 24, 2018 – Diesel is a brand that has always been very socially conscious. They’ve incorporated social awareness messaging in many of their campaigns, past and present. For Diesel Spring/Summer 2018 they’ve produced a film that celebrates our flaws, because imperfections are beautiful. An important message no doubt. Glossies are probably the worst they’ve ever been thanks to sophisticated easy-to-use photo editing software and smartphone apps. This gives people a false sense of physical normalcy that can lead to feelings of inadequacy.
The Diesel SS18 campaign, Go with the Flaw, explores a romance where a boy and a girl meet and fall in love right after they both choose to get rid of their very obvious flaws. In the short-movie directed by Francois Rousselet (with music from Small Faces – What’s a matter baby) we discover that, eventually, our flaws will always be stronger than any of our attempts to hide them.
SS18 glorifies iconic Diesel elements with an authentic 1990’s vibe. A collection made for self-expression, encouraging the clashing and contrasting of pieces to create your own unique style. Grunge elements and 90’s inspiration make this collection more Burning Man than Coachella and there are some very interesting pieces for both the girls and the guys.
Highlights include a ladies’ black and white tattoo shirt that they really should have made for the men too. The reversible chevron flight jacket reminds us of Raf Simons’ work with Fred Perry, embroidered shirts have a Kenzo flavour, and SS18 menswear accessories take a page out of Kim Jones’ recent work at Louis Vuitton. Some great stuff for SS18 and for a company where denim is king, surprisingly it’s the non-denim statement pieces that catch our attention most.
Campaign imagery is photographed by Florence & Nicholas, whilst the concept of the campaign has been developed by the creative agency, Publicis.