The day after the executive order on the Immigration Ban has been signed at the end of January, many brands have chosen to distance themselves from the new American President’s direction.
From the Nike Ceo Mark Parker who affirmed that: “Nike believes in a world where everyone celebrates the power of diversity. Regardless of whether or how you worship, where you come from or who you love”. To Francois Henri Pinault, French Ceo of Kering Group, who claimed that: “Diversity of origin, opinion and belief is part of our identity and our success.” The corporate world spoke out against Trump’s politics and even Diesel, one of the Italian heavyweight of fashion, did not hesitate to take its position.
Choosing not to stay silent, the Denim Brand has just launched a new provocative campaign: #makelovenotwalls. Directed by the iconic artist David LaChapelle, the latest SS17 advertising, aims to break down barriers in a moment in which hostility and fear seem to prevail over every other emotion. An exuberant clip and a colourful series of images able to communicate a meaningful storytelling around this theme is exactly what the photographer has been able to create. The wall, symbol of physical and mental separation, is destroyed by the dancers that leave behind them a heart-shaped hole. People are finally reunited all together in a peaceful atmosphere in which colours and flowers are spread everywhere. The video, that ends with the fulfilment of love through the marriage of a gay couple, becomes in this way a clear symbol of tolerance and acceptance of others. Moreover, the androgynous queer Kariseveral, as well as transgender like Raja, Laith Ashley and Octavia Hamlett, have been selected by Diesel to underline the message of the campaign.
LaChapelle, who in 1991 already produced another emblematic campaign showing two sailors kissing each other, has once again helped the Company to push itself over the edge. As the brand’s artistic director Nicola Formichetti affirmed: “Diesel has taken a strong position against hate and, more than even, we want that the world to know that.”
The colourful inflatable tank featured in the ad, has just begun to tour the world, starting from London, before coming to Milan this week and continuing to Shanghai, New York, Berlin and Tokyo in the next months. The typical symbol of war is therefore emptied from its original scope and revisited as a sign of hope, that travels the globe to share its message of love. What historically has always divided, with Diesel is nowadays used to connect. So, if being provocative is nothing new to the brand, what should we expect for the future?