DIESEL’s Fall Campaign Targets ‘Wardrobers’

DIESEL‘s Fall 2019 campaign pokes fun and accepts the act of wardrobing that brands struggle with entailing the act of buying an item, wearing it out, and then returning. Instead of condemning the practice, DIESEL’s campaign calls itself “Enjoy Before Returning.” The brand urges patrons to enjoy the item before returning it, quite a nonconformist stance for the Italian brand. Throughout the campaign film, individuals flaunt the tags of the pieces shamelessly.  A voice-over ironically recites DIESEL’s return policy. Ultimately DIESEL does not condone the act, but it will not hold it against the buyers. And just like that, DIESEL isn’t just another brand, it’s a ‘cool brand.’