An Ode to Your Flaws

The fashion industry has been notorious for using a very superficial definition of "beauty". I used to (and sometimes still) compare myself to a beautiful 5'10 blonde model with defined features. Her face has no pimples, her teeth are perfect, her hair is in a messy yet chic bun, etcetera etcetera.

"We decode the world around us, take it apart and unlock what we thought we knew. We see differently and unite with those who see it too. Draw your own path. March in the streets with us. Especially the ones our streets are on." Diesel Manifesto

Since 1978, Diesel has constantly strived "for passion, individuality, and self-expression". With their recent account switch between Anomaly to Publicis Italia, Diesel has created a new brand that celebrates people with flaws. This video redefines what the fashion industry has deemed as "beautiful". Basically people with imperfections are the main subjects of this campaign, highlighting Diesel's unique and flawed product. The video shows a girl with a bushy unibrow, a girl with metal braces, and people heavily tattooed. The film created both in the video's storyline and the actual video itself, is titled "Go With The Flaw," a push for Diesel consumers to appreciate the things that make us different.

I believe that Diesel's rebranding objective is to embrace the flaws that everyone has. While many fashion brands continue to search for the perfect model, Diesel searches for people with interesting features they may deem as a "flaw". Their target is everyone, mainly younger people who buy the product. And while being perfect is great, Nicola Formichetti, the new Diesel Artistic Director states, "Being unique is much more beautiful than being perfect".

When looking for an ad to write about, I believe that this is something that is extremely relevant for young people today. I am constantly looking at fashion brands to see what trends they follow...While I have never really walked into a Diesel store, I have certainly changed my views on what this company believes in. I always thought of it as a higher-end retailer, kind of bougie, and definitely stuff suited for the well-off and models. After watching this ad, I believe that Diesel can appeal to all younger people because it includes the "normal" person. You don't have to be a model to buy Diesel. I think it was a powerful move for the new ad agency to shift Diesel's branding to focus on "flaws". Everyone has them, yet it seems like such a sacred topic for many fashion brands even today.

Ready to embrace your own flaws? Watch the Diesel ad here...