The idea behind this ironic moniker is turning the common phrase of the fashion industry “Ready to wear” upside down. The best memories of summer are most often associated with different stages of undressing the clothes. Just imagine an all-day party at the pool where you want to show your toned six pack and tanned legs; midnight diving in the moonlight or blinking of the stars in the eyes. When it comes to what we wear in the warm days and nights … well, there’s very little of that.
The new campaign perfectly follows the situations where and when the items from the summer collection of the renowned Italian fashion brand Diesel are worn. Diesel logo belts, cropped shirts, jeans, flannels, bleached shorts, flamboyant swimsuits, denim tops, leather mini skirts and boots that will serve as a temporary solution before you start undressing.
The campaign celebrates and promotes anti-compliance and your personal choice to never follow the mainstream. Instead, dive in unexpectedly. Wear something, and don’t be afraid to unwear it.
Credits:
Agency: Publicis Italia
Campaign visuals: Florence & Nicholas
Stylist: Davey Sutton
Director: Andrea Olivo
