Yesterday, Italian fashion entrepreneur, also called the «Jeans Genius», Renzo Rosso, was spotted during Paris Haute Couture Week wearing a T-shirt with cryptic wording on it. A mistake, or a purposeful provocation? It was both—a mistake on purpose.
Me with Renzo Rosso at Viktor & Rolf’s Flowerbombastic Party during Paris Couture Week.
DIESEL founder Rosso definitely doesn’t make a mistake. This move is a marketing strategy par excellence. The President of OTB Group, the parent company of Diesel, Maison Margiela, Marni, Paula Cademartori, Viktor & Rolf, Staff International (manufacturer and distributor of DSquared², Just Cavalli, Maison Margiela, Marni and Vivienne Westwood), and Brave Kid (manufacturer and distributor of Diesel Kid, Dsquared², John Galliano Kids, Marni and Trussardi Junior) knows how to get attention and make a statement in the right way.
His message?
Anything you do online, whether you are famous or not, will get judged. Hate brews on the internet; angry, bitter people are able to hide behind the anonymity of their screens. At one point or another, everybody receives hate on social media. He wanted to provoke his audience with an intentional misspelling in public and on Instagram. As expected, tons of comments appeared in his feed over the next few hours, giving more proof that conflict and hate are inescapable online.
DIESEL once again taps into current social issues in a very personal way, starting with self-mocking. The brand’s Haute Couture will be a bold message towards haters worldwide—and an invitation for everyone to step up, face and own the negative messages we receive every day.
The complete reveal of this new communication ‘adventure’ will occur at the end of summer—so, now more than ever, stay tuned. Bravo!
In the meantime, I will be on vacation wearing this shirt :-).
Swarovski crystal-embellished cotton-jersey top by Ashish
LoL, Sandra
Photos: Courtesy of Diesel and © Sandra Bauknecht
