Diesel Hate Couture

'I Wanna be Loved by You' is an ironic take on the central premise of the campaign - turning hate against the perpetrators. Just like Marilyn Monroe did in her time. The Calypso style celebrates - to an extreme - the liberation of acceptance.

Diesel is the latest brand to challenge online abuse with a brazen campaign and fashion collection in which celebrities literally wear the worst insults they have received. The "Haute Couture" campaign launches with the tagline: "The more hate you wear, the less you care." It is fronted by polarising celebrities and influencers, including Nicki Minaj, Gucci Mane, Bella Thorne, Bria Vinaite, Tommy Dorfman, Miles Heizer, Yovanna Ventura, Barbie Ferreira, Yoo Ah-In and Jonathan Bellini. Each celebrity chose the worst online comments they have ever received to be displayed on clothing designed for them by Diesel. For example, Minaj was dubbed "The Bad Guy", Thorne called a "Slut" and Dorfman named a "Faggot". The campaign aims to show that, by exposing negative comments and treating them irreverently, hate can lose its power.

This film is much more than a fashion film. It's something that could create a lasting cultural impact by literally spinning the language of abusers into words that can empower. Obviously, 'I Wanna be Loved by You' is a tongue-in-cheek, ironic take on the central premise of the campaign - It's not about being loved, it's about turning hate against the perpetrators. Just like the song's most famous performer, Marilyn Monroe, did in her time. What we loved about the Calypso style was that it celebrated - to an extreme - the liberation of acceptance.

Diesel takes a stand against online abuse in its latest campaign, which sees polarising celebrities literally wear the worst comments they have ever received. Nicki Minaj and the other stars of the campaign turn hate on its head, bringing to life the tagline "The more hate you wear, the less you care."