Diesel is a master at turning fraudulent issues in fashion into buzz-worthy campaigns.
Following its 2018 drop of counterfeit-inspired goods in New York City’s Chinatown, the Italian denim brand is taking on another phenomenon in the industry: wardrobing. In its Fall/Winter ’19 campaign, Diesel pokes fun at the growing trend of consumers that buy and wear clothes with the plan to return them after they post it on social media.
The campaign, dubbed “Enjoy Before Returning,” urges wearers to make the most of their garments while they still have them—though it clearly reminds customers that “all items have to be returned with the labels in order to be accepted,” and there can be no clear sign of use or damage.
In a video conceptualized by Publicis Italy, Diesel follows a number of partygoers wearing looks from its Fall/Winter ’19 collection with the tag prominently displayed—implying that they intend to return the items after the event. Shot alongside an artistic, spoken-word rendition of Diesel’s return policy, the campaign helps position the brand as the “cool mom” that doesn’t condone breaking rules, but accepts that it happens.
To cap off the campaign, Diesel will host a “Return Party” at London Fashion Week.
Other companies haven’t been nearly as accepting of wardrobing. In 2013, Bloomingdale’s attempted to solve the issue by installing a three-inch black plastic device in a highly visible spot on certain garments. While some retailers were concerned that adopting a similar practice would imply mistrust and deter customers from making purchases, the company’s reasoning was valid: According to the National Retail Federation, retailers estimated that an average 11 percent of their annual sales in 2018 would be returned in 2018, and that 8 percent of those returns would likely to be fraudulent.
Diesel’s campaign showcases key items in Diesel’s Fall/Winter ’19 collection, including cold weather statement pieces, like fur-lined leather and denim coats, tie-dye jean jackets with punk trims and metallic silver jackets. The collection plays with ’90s-inspired motifs like ying and yang prints, goth-inspired black patent pieces and pops of neon.
