We have all been victims of negativity and criticism on social media. Whatever you do online, there is always somebody ready to criticize. And when hit by unjustified hate, most of us take a step back. But hiding and feeling bad about is not going to help anyone. The truth is this: the more you expose the hate you get, treating it with irony and irreverence, the less power it has to cause harm. Taking key lessons from this, Deisel is all set to launch Haute Couture. A unique collection designed to do just that: disempower hate.

Where to start if not from what we have experienced directly? The brand took some of the hate they received as a brand, like “Diesel is dead” and “Diesel is not cool anymore”, showing them with pride and turning them into unique items. Then, because no one gets more hate than the celebrities and names we follow on social media, they are kicking this off with a group of polarizing global personalities including Nicki Minaj, Gucci Mane, Bella Thorne, Bria Vinaite, Tommy Dorfman, Miles Heizer, Yovanna Ventura, Barbie Ferreira, Yoo Ah-In and Jonathan Bellini, to help deliver an important message: “The more hate you wear the less you care.”

They chose some of the worst comments they have ever received, and we have designed exclusive Haute Couture items for each of them. Nicki Minaj was dubbed “The Bad Guy.” Gucci Mane was told “Fuck You, Imposter.” Bella Thorne was named a “Slut.” And, Tommy Dorfman was called “Faggot.”

All these comments are now limited-edition items in the Haute Couture collection, available from September 19 in selected Diesel stores and on diesel.com 

Watch the video here: