In September last year, Diesel embraced an idea unheard of in fashion – imperfection.
“Flawless is forgettable,” Diesel agency, Publicis Italy, explained in the launch statement.
“Roll with what you have, even though it may not be ideal. Embrace what you cannot control. Find a little bravery to wear your flaws with pride, take a front seat and enjoy the ride.”
The ad itself didn’t break too many rules, apart from the choice of models and locations (gaol not being a usual place to show off a designer’s collection). But the second ad in the campaign does.
It’s a very dark, twisted, and humorous story. With a very clear plot. And a very clear moral. The 90 second ad, directed like its predecessor by Francois Rousselet, is the story of a young man with oversized ears – who has them surgically corrected, meets a girl, falls in love, has sex (shown in detail), has a baby – and gets a shock.
The reason for this last event is explained in a flashback. Watch the film to find out what that is, but know that the tagline is “Flaws always win.”
The campaign has also given birth to an Instagram profile that celebrates unmatched socks (@wantedsocks):
…and the website of a restaurant called Bluffet (Fuel for the Flawed) (bluffet.com), which doesn’t exist but offers recipes for when you’re flawed.
Here’s where Go With The Flaw began:
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