Pushing boundaries with Diesel
It featured celebrities including Nicki Minaj, Gucci Mane and Bella Thorne in clothes boldly labelled with the insults hurled at them online: ‘faggot’, ‘slut’, ‘bitch’. To show how fashion can strike back – reclaiming hateful words and wearing them proudly on your sleeve.
The track had to fit this attitude perfectly. So we went back to the original bombshell: Marilyn Monroe. Made timeless in Some Like It Hot, ‘I Wanna Be Loved By You’ nails the irony and self-awareness needed: the perfect retort to today’s haters. Our custom-made cover boosts that toe-tapping Caribbean beat as Minaj, Mane and Thorne strut through the film with unbreakable confidence.
Then Diesel’s ‘Enjoy Before Returning’ campaign flips the bird to conventional fashion marketing, embracing a controversial retail phenomenon: ‘wardrobing’. More and more customers were wearing products a few times before returning them, which had industry leaders flapping for solutions. Instead, Diesel said, ‘Screw it, let them do it’.
It sounded to us like a manifesto, so we made it into one. Taking Diesel’s return policy, we had it read aloud, but with the cadence and edginess of hardcore punk vocals: a rallying cry for the film’s young wardrobers. All set to a drum track and guitar line with a heavy dose of East Coast rawness, it confidently flips the conversation: not a condemnation of disobedience, but a celebration of fashion’s transgressiveness and fun.