DIESEL ANNOUNCES IRONIC NEW SUMMER SEASON CAMPAIGN: READY TO UNWEAR

Diesel announces the debut of its latest Summer season campaign, titled “Ready To Unwear”, which promotes the idea that, during the summer, less equals more.

The thinking behind this ironic moniker—inverting the common industry phrase of “ready to wear”—is that summer’s best memories are often experienced in varying degrees of undress. Think: an all-day-with-rosé pool party to show off toned stomachs and tanned legs; a midnight skinny dip in the moonlit sea; or a stars-in-your-eyes summer fling (the best kind of love, we’d argue). When it comes to what we wear on hot days and warm nights… well, very little goes a very long way.

The new campaign serves to deliver this credo; for situations when and where clothes must absolutely be worn, Diesel’s logomania waistbands, cropped tees, jean shorts, flannels, bandanas, bleached Bermudas, flame-licked swimsuits, denim tops, leather mini-skirts and boots will do the temporary trick, but all are intended to be taken off well before going to bed.

The campaign also speaks to a greater Diesel ethos—and one shared by the house’s community. It celebrates and promotes anti-conformity and a personal choice to never ride the tide. Instead, we’re skinny dipping against the current, free of expectation—and charged-up by the challenge. Put something on, but don’t be afraid to take it off, either.

The “Ready to Unwear” campaign is meant to subvert the norm. It is the total—and ironic—celebration that less is much, much more.

The campaign has been developed  with creative agency Publicis.

CREDITS:

Agency: Publicis Italia

VISUAL CAMPAIGN

Photographer FLORENCE & NICHOLAS

Stylist DAVEY SUTTON

SOCIAL MEDIA CAMPAIGN

Director ANDREA OLIVO

Stylist DAVEY SUTTON