POOF DOOF X DIESEL: HATE COUTURE LAUNCH

Nicki Minaj, Gucci Mane, Bella Thorne, Tommy Dorfman and more all stand up for Diesel’s HAɄTE COUTURE.

The more hate you wear the less you care

We’ve all been victims of negativity and criticism on social me-dia. 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 help anyone.

The truth is the more you expose the hate you get treating it with irony and irreverence, the less power it has to cause harm. This is why we’re launching Haute Couture. A unique collection designed to do just that: disempower haters.

Where to start if not from what we experience every day? We took some of the hate Diesel received as a brand, like “Diesel is Dead” and “Diesel is not cool anymore” showing them with pride and turning those into unique items.

Then, because no one gets more hate than the celebrities and personalities we follow on social media, we’re kicking this off with a group of well-known influencers. A collec-tive cast of polarizing global celebrities 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 the very worst of the comments they’ve ever received, and we have de-signed 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 19th in selected Diesel stores and on au.diesel.com.

This new chapter of Diesel history storytelling starts and lives where online hate is born - social media - with a series of tailor-made video content for each member of our cast. We can see our celebs, dancing and ironically celebrating the hate they have received, helping the world to experience first-hand the campaign message, the more hate you wear, the less you care.

Poof Doof, a gay club for homos, knows a thing or two about reclaiming the negative and empowering the positive. After 7 years of hosting Melbourne’s biggest gay rave for the globe’s Power Poofs, Poof Doof was the obvious choice to host the launch of the Hate Couture campaign in Australia.

“We immediately recognised the importance of - and affinity with - Diesel’s new Hate Couture campaign. We feel passionately about reclaiming traditionally hurtful words and phrases and reutilising them in a cheeky way throughout the Poof Doof brand. Now when someone yells Poof - the response is Doof! We’re excited to celebrate the beginning of the end of online hate - and what better way to do it than with international drag superstar Kitty Glitter and a night at Poof Doof surrounded by all inclusive love and good times!” said Anthony Hocking (owner of Poof Doof).

We’re doing all of this to inspire everyone else out there to disempower hate by owning it. Join the revolution.