The world of fashion is constantly evolving, and so are the ways we interact with it. One brand, in particular, Diesel, has decided to take a unique and empowering stance on a common consumer behavior known as wardrobing. This intriguing approach was unveiled just ahead of New York Fashion Week last year. Diesel’s campaign, crafted in collaboration with Publicis Italy, Milan, has sparked a buzz in the fashion world, highlighting the act of buying an item, wearing it once, and then returning it. In this article, we delve into Diesel’s groundbreaking campaign, which sends a clear message – it’s okay to enjoy their clothes before returning them, all while promoting a sustainable fashion future.

The Diesel Wardrobing Campaign
Diesel’s campaign is a breath of fresh air in an industry often quick to condemn the practice of wardrobing. Instead of shunning consumers who indulge in this behavior, Diesel has chosen to embrace it, and even celebrate it. The brand’s return policy takes center stage in its global AW19 campaign, a move that’s bold, unconventional, and inarguably forward-thinking.

The campaign’s commercial, narrated with charm, spells out Diesel’s progressive return policy. As the film unfolds, we follow stylish characters who go out on the town or enjoy a meal in a restaurant, all while keeping their clothes’ labels intact. This vivid portrayal showcases the freedom Diesel’s clothing offers to its wearers. No need to tiptoe or worry about a stain – just relish the fashion experience.

A Stand Against Industry Norms
Wardrobing is a pervasive trend in today’s fashion landscape, costing the industry an average of $15 billion annually. While other retailers often frown upon this practice, Diesel has chosen a different path. By openly accepting it and crafting an entire campaign around it, the brand sends a powerful message. Diesel won’t hold a grudge against its customers for their wardrobing habits; instead, they are encouraged to enjoy their clothing to the fullest.

Empowering the Fashion Consumer
Diesel’s campaign is not just about breaking the mold; it’s also about empowering the fashion consumer. The fashion industry has a longstanding reputation for setting strict guidelines and often exuding an air of exclusivity. Diesel’s approach, on the other hand, is democratic and inclusive.

In a world where image and fashion norms often dictate our choices, Diesel invites customers to break free from these constraints. It encourages people to embrace their individuality, express themselves, and have fun with fashion. After all, why shouldn’t clothing be enjoyed to the fullest, just like any other form of self-expression?

Fashion Week and Beyond
Diesel’s campaign was strategically timed to coincide with Fashion Week events worldwide. What’s even more intriguing is the brand’s exclusive parties, accessible only to those who wore their price labels on the outside of their clothes, irrespective of the brand. This unique approach not only promotes sustainability and responsible consumer behavior but also challenges the conventions of the fashion industry.

Conclusion
Diesel’s campaign is a bold move, challenging the norms of the fashion industry by embracing wardrobing and celebrating it. This approach aligns with the brand’s vision for a more inclusive, sustainable, and enjoyable fashion experience. It empowers consumers to fully express themselves through their clothing without worrying about the stigma often associated with wardrobing. By shedding light on this common behavior and openly accepting it, Diesel has created a revolutionary approach to fashion that deserves recognition and applause. The message is clear: wear it, enjoy it, and return it if you like – Diesel has your back.

Credits
Brand: Diesel
Campaign: Enjoy Before Returning
Advertising Agency: Publicis Italia, Italy
Global CCO Publicis WW: Bruno Bertelli
CCO: Cristiana Boccassini
General Manager: Daniela Di Maio
Creative Director: Thiago Cruz
Creative Director: Mihnea Gheorghiu
Creative Supervisor: Costanza Rossi
Copywriter: Sébastien Rouvière
Art Director: Andrea Sarcullo
Digital Account Director: Ilaria Castiglioni
Account Director: Filippo D’Andrea
Account Executive: Mirko De Martini
Senior Strategic Planner: Monica Radulescu
Social Media Manager: Doina Tatu
Head of TV Production: Francesca Zazzera
TV Producer: Erica Lora Lamia
Art Buyer: Caterina Collesano, Marcella Garutti
Director: Similar But Different
Production company: Smuggler
Executive Producers: Fergus Brown, Chris Barrett
Producer: Javier Alejandro
DOP: Kaname Onoyama
Stylist: Luci Ellis
Music Production: Sizzer
Photographer/Director: Angelo Pennetta
Production Company: Art Partner
DP: Errol Rainey
Stylist: Julia Sarr-Jamois
Casting: Julia Lange
Make-up: Lotten Holmqvist
Hair: Syd Hayes
Nails: Anatole Rainey
Set Design: Alice Kirkpatrick
Choreographer: Ryan Chappell
Photographer: Roberto Badin / 1806 Agency
Production Company: 1806 Agency
Post Production: Diego Speroni / 1806 Agency
Set Designer: Martina Lucatelli

This campaign is about:
Wardrobing in fashion, Diesel return policy, Fashion industry sustainability, Diesel clothing experience, New York Fashion Week campaigns, Sustainable fashion practices, Fashion industry trends, Diesel AW19 campaign, Fashion brand innovation, fashion freedom, Diesel Enjoy Before Returning, Diesel jeans, Diesel clothing, fashion accessories