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Home / DIESEL Takes on Returning Worn Clothes in its New Fall campaign

DIESEL Takes on Returning Worn Clothes in its New Fall campaign



You may have heard of the term “Wardrobing.” The word is used for the act of buying an outfit, wearing it and returning it after. A lot of people do it—it’s a rising trend, and most fashion brands struggle with how to handle it.

Not DIESEL though, which introduces its new Fall campaign, aptly called “Enjoy Before Returning”: a playful, nonconformist stance on this controversial topic. Rather than condemning wardrobing, the brand comes to terms with it. If shoppers are going to buy, wear and return an item anyway, why not fully enjoy it in the process?

To illustrate DIESEL’s point of view on wearing and returning, the campaign’s photographs and videos have been shot and directed by photographer Angelo Pennetta.



Penetta’s imagery lenses wardrobers wearing DIESEL’s new Fall collection, along with watches and eyewear products. All of the items—including separate watch still-life visuals shot by the photographer Roberto Badin—share the common thread of “wearing the tag out.”

A self-ironic film—directed by Similar But Different—will be released just before New York Fashion Week. The video portrays different party goers enjoying the night in DIESEL outfits with the tags prominently on display—outfits they will seemingly return the next day. Throughout the film, a voice over will ironically recite DIESEL’s return policy. The point? DIESEL does not condone the act, but it will not hold it against you.



Following the release of the film, DIESEL will host a “Return Party” at London Fashion Week.

The campaign’s overall creative concept and execution was handled by Publicis Italia.


CREDITS

Agency Credits
Creative Agency: Publicis Italia
Global CCO Publicis WW: Bruno Bertelli
CCO: Cristiana Boccassini
General Manager: Daniela Di Maio
Creative Director: Thiago Cruz
Creative Director: Mihnea Gheorghiu
Creative Supervisor: Costanza Rossi
Copywriter: Sébastien Rouvière
Art Director: Andrea Sarcullo
Digital Account Director: Ilaria Castiglioni
Account Director: Filippo D’Andrea
Account Executive: Mirko De Martini
Senior Strategic Planner: Monica Radulescu
Social Media Manager: Doina Tatu
Head of TV Production: Francesca Zazzera
TV Producer: Erica Lora Lamia
Art Buyer: Caterina Collesano, Marcella Garutti

Film Credits
Director: Similar But Different
Production company: Smuggler
Executive Producers: Fergus Brown and Chris Barrett
Producer: Javier Alejandro
DOP: Kaname Onoyama
Stylist: Luci Ellis
Music Production: Sizzer

Photography & Product Videos Credits
Photographer/Director: Angelo Pennetta
Production Company: Art Partner
DP: Errol Rainey
Stylist: Julia Sarr-Jamois
Casting: Julia Lange
Make-up: Lotten Holmqvist
Hair: Syd Hayes
Nails: Anatole Rainey
Set Design: Alice Kirkpatrick
Choreographer: Ryan Chappell

Still Life Credits
Photographer: Roberto Badin @1806 Agency
Production Company: 1806 Agency
Post Production: Diego Speroni @1806 Agency
Set Designer: Martina Lucatelli

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Other elements, print, digital, on social networks, in stores, in League 1 stadiums and special operations, will make this “#AttrapezNoël” (Catch Chistmas) mission the business of all French people through a powerful and jubilant global campaign for the holiday season.

CREDITS
Advertiser : Orange
Agency : Publicis Conseil
Brand Managers : Gaëlle Le Vu, Quentin Delobelle, Annabel Salesa, Caroline Fortabat et Ombline Thomine-Desmazures.

Account Managers Publicis Conseil : Marie Wallet, Claudia Weiss, Steven Roué, Pascaline Montroussier.
Creative Director : Fabrice Delacourt
Strategic Planner : Damien Sabatier

ON AIR: 2019, Novembre 14th

Films Got Him (TV & Cinéma)
Copywriter : Marc Rosier
Art Director : Jean-Marc Tramoni
AD Assistants : Caroline Delhoume et Célia Kuczynski
TV Producer Prodigious : Benjamin Auberdiac
Production Company : La Pac
Producer : Jérôme Denis
Director : Jeff Low
DOP : Marcel Zyskind
Editing : Adriana Legay
Color Grading : Thomas Canu
Post-production : La Pac
Post-Production Manager : Betty Bertrand
Sound Production : Boris Nicou, Joël Tessonneau
Music : Titre : Jingle bells punk
Arrangeur : P Uminski
Editeur : Orange Editions
Producteur : Orange SA

Print (Press & Outdoor, Point of Sale)
Copywriter : Marc Rosier
Art Director : Jean-Marc Tramoni
AD Assistants : Caroline Delhoume et Célia Kuczynski
Art Buyer : Flore Silberfeld
Agency Producer : Sandrine Martin
Photographer : Nick & Chloé
Production : Soixante-quinze, Benoît Dreyfus

Radio
Copywriter : Marc Rosier
Production : Boris Nicou, Thomas Corbel (Prodigious)
Agency Producer : Sandrine Martin

Flagship Dramatisation
Account Managers : Antoine Clergeot, Paul Lelievre, Paul Fialip
Production : Arc Worldwild

Digital activation
Account Managers Marcel : Pascal Nessim, Eric Guillod, Estelle Littaye, Julien Cassar
Social media manager : Constance Bonardi
Creative Director : Xavier Le Boullenger, Eulalia Bartolomeu
Creative team : Amélie Mariotti, Victor Renaux, Jean-Charles Paillat
Digital Production : Eva Castrillo, Charles Ramaré, Sacha Bassili
TV Production : Manon Lapeyre, Sveva Rossino
Director : Edouard Le Scouarnec

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