Hate is in the air with Diesel’s brilliantly-named Ha
ute Couture collection; instead of teetering on the line separating controversial and conventional, the former is conspicuously portrayed in the Italian Maison’s latest collection. Highlights include clothing that scream phrases with expletives, including f***, f***** and s*** while milder pieces take a turn for the meta poking fun at Diesel’s “popularity”. While some might harbour second thoughts about the clothes, the inspiration behind the collection might change their mind; proudly proclaiming “the more hate you wear, the less you care”, Diesel implores its customers to disregard hate messages, but to own them instead. What better way to show rabid haters the finger than to shove their hostility back at their faces?
To mark the launch of the contentious collection, Diesel Singapore is having a pop-up this week, from the 17th to 18th of November (Sat – Sun) at Paragon Linkway. The installation will include a photo booth for daring customers to garner more Instagram fame (any publicity is good publicity, right?), while bust forms and merchandise racks will decorate the already rowdy installation. Customers can also look forward to a dedicated area where they can lawfully scribble profanities on the apparel, and a velcro customisation service will also be made free of charge with every purchase.
While one is at the event, a visit to the photowall can net a free bag of Famous Amos cookies, by uploading a picture to Facebook/Instagram with the hashtags #DieselHateCouture and/or #dieselsg. Limited edition Diesel stickers will also be handed out to event-goers throughout the day, and every purchase from the Hate Couture collection will come with a free Diesel tote bag.