Fake Fake Merch

My seminar today focused on visual research; where and how to find good communication content. We were asked to search for an innovative communication idea, and then unpick its essence and whether it has transferable elements. My group was given ‘print’ as an outcome, and after discussion we chose the ‘Go with the Flaw’ campaign by Diesel. This campaign sees a new focus on flaws and imperfect consumer behaviour being celebrated.

Go With the Flaw:

There are two parts to the campaign, the first being their video. Named ‘Keep the world flawed’ the video follows the relationship of two people who had plastic surgery before meeting each other. The mum had a nose job and the dad had his ears fixed. The couple eventually have a baby who turns out to have big ears, just like his dad did. The message they’re trying to communicate is that you can’t beat nature so “wear imperfection with pride”. Brands have overworked the idea of being ‘pretty’ to the point that it has become too expected. Whereas ‘real’ and ‘cool’ is authentic, but brands won’t strip back their images to reveal the true image.

Go With the Fake:

The second part of the campaign is their pop-up fake merchandise stall for this weeks New York Fashion Week. The stall is selling ‘knockoffs’ that are actually authentic Diesel. Shirts, hoodies, and denim with ‘Deisel’ printed on them instead of ‘Diesel’. They’re making a statement about counterfeit culture. By opening this fake stall Diesel are celebrating “who embrace their imperfections and above all people that feel free to wear whatever they want” (Renzo Rosso). This message could be perceived as quite a politically charged campaign. It’s central to people acing out of autonomy as opposed to obeying big brands and trends, even if it is through flawed consumer behaviour.

'The most original knock-offs you'll ever wear' (Diesel.com)

Instead of sweeping counterfeit culture under the carpet Diesel are embracing it, possibly even perpetuating it as a result. Now counterfeits of their fake fake merch will be easier to copy. I like the irony in the marketing; owning the joke instead of just being subject to it negatively. Diesel having the ability to be playful with marketing reflects well on the brands ethos. It shows transparency whereas other high-end brands fight hard to keep their product exclusive.