Diesel has launched a Haute Couture (read Hate Couture) line of clothing – fronted by global singer/rapper and model Nicki Minaj – in dramatic fashion at Milan fashion week and plans to roll out the range into duty free and travel retail locations in the coming months.

 

The brand has told TRBusiness exclusively that a selection of Haute Couture items are now available for purchase from the following airports: Shanghai Hongqiao, T2 (store-in-store); a boutique at Shanghai Pudong, T2; Guam International Airport T Galleria with DFS (multi-brand corner); Honolulu Waikiki Airport T Galleria also with DFS (multi-brand corner); another boutique at Yangon International Airport and finally Doha International Airport in Qatar (store-in-store).

 

TRBusiness asked Diesel how the brand aims to promote the new range and accompanying campaign in travel retail. “We’re in negotiation for some billboards in some airports. We’ll have a dedicated window in the Diesel store in Doha Hamad International Airport and we are conducting a ‘takeover’ in Cannes with 133 billboards and citylights for TFWA.”

 

The Italian-born fashion brand says it is making a statement with the new clothing range against hateful messages communicated through social media and other means online.

 

WEAR THE HATE

“Haute Couture is a bold new message from Diesel,” says the brand. “It declares: the more hate you wear, the less you care. Nobody is immune to receiving negative comments online. Hiding it and feeling bad about it is not going to help anyone.

 

 

“Haute 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.”

 

Minaj, who is no stranger to receiving ‘online hate’, is Diesel’s Haute Couture campaign headliner and revealed the fact via a tease campaign on Instagram yesterday (19 September). Later on she appeared at a short runway presentation at Diesel’s San Babila store in Milan.

 

Ten models appeared on a red carpet stage, each wearing a look from the Haute Couture collection. It ended with Minaj closing the runway and posing with fans, including an autograph signing-session.

 

STAR APPEAL

Afterwards, a private event was held inside with Diesel founder Renzo Rosso welcoming many Italian and international celebrities and friends.

 

The Haute Couture campaign was formally released on 19 September and features, along with Minaj, other talent including Gucci Mane, Bella Thorne, Bria Vinaite, Tommy Dorfman, Miles Heizer, Yovanna Ventura, Barbie Ferreira, Yoo Ah-In and Jonathan Bellini.

 

“Each one chose some of the worst comments they have ever received and we have designed exclusive Haute Couture items for each of them,” adds Diesel.

 

NEW CHAPTER

“This new chapter of Diesel communication starts and lives where online hate is born – mostly on social media – with a series of tailor-made videos for each member of our stellar cast. We can see them dance and ironically celebrate the hate they have received, helping the world experience, first-hand, the campaign message.

 

 

“We are also encouraging everyone out there to create their own one-of-a-kind Haute Couture items. In key markets around the world, starting from October 6, we will let our customers personalize the new collection, creating and wearing the worst comments they have ever received.

 

“And with the proceeds from the sale of the Haute Couture items, Diesel will be making a donation through the Only The Brave Foundation in support of anti-bullying and cyberbullying programs in different countries around the world.”