Having chosen a rather radical way to introduce its new Autumn / Winter 2017 campaign, Diesel just announced that it has completely wiped its Instagram profile, leaving its 1.2 Million followers to nothing more than a blank new space. It is to be filled with a new set of imagery, the brand announced, aiming to focus more on individuality than exchangeability – or, as an official statement of the brand reads: “We think perfection is boring, and especially on Instagram everybody seeks perfection. Perfect photo, perfect picture, perfect life. And we are just tired of it. So we decided to delete everything for an imperfect new beginning.”
Backing Diesel’s decision to fuel its Instagram account with more authenticity is the brand’s new “Go With The Flaw” campaign, which sees the cast embrace their weaknesses with a humorous approach instead of chasing the established notion of perfection. The images centre around a short film by director François Rousselet, with both reminiscing of Diesel founder Renzo Rosso’s own connection to going with whatever you’re given and making the best out of it: “I was fifteen years old when I made my first pair of jeans by hand. Of course they weren’t perfect. But that made them special – and unique, like everything we have done across our history so far,” he explains in a statement, “I have always been more interested in imperfection because it stands out from the crowd.”
However this idea of embracing flaws will look like in the terms of Diesel is for the brand and artistic director Nicola Formichetti to set up – at least now they’ve got a whole new white canvas to paint their own picture of perfection onto.