Easy to say. Difficult to make it happen. Especially nowadays, where we like sending Whatsapp heart emoji and taking selfies with our best friend saying how much we love each other but then we ignore homeless on the street, we avoid smiles and eye contacts on the bus and we are constantly and aggressively on the run. Then Diesel comes and reminds us that Love still exists. This is what I thought when I saw the banner ad in Shoreditch: make love, not walls. The debuting of such message comes at a time where we’re all questioning what’s going on.
A bit of a hipster Shoreditch choice for Diesel in terms of location. However, Diesel is not new to provocative campaigns: David LaChapelle shot gay couple kissing for the brand in 1995.
LaChapelle once again understood Formichetti, artistic director, need to have a strong position against hate, represented in this case by Trump’s wall separating Mexico from the US.
The ad starts with tattooed revolutionary ballet boy Sergey Polunin who, with a flower, encounters the wall and, with the other members, they are able to tear down it. After a homosexual wedding, jumps, dance and kisses, the famous rainbow-coloured inflatable tank appears. This tank will travel some cities as a Diesel reminder.
All the cast includes transsexual model Laith de la Cruz; androgynous queer artist Karis Wilde; 2016 parallel and horizontal bar Olympic silver medalist Danell Leyva; makeup artist/drag star Raja; and transgender model Octavia Hamlett (based on Adweek).
Everyone is rigorously wearing denim: black, white, gay, Muslim and all rigorously fitted and well looking.
I ask myself: do we need to be hippy to understand the meaning of love and how to spread it? It seems to be like this for Diesel.
According to Diesel: “#makelovenotwalls is about tearing down the mental and physical walls that separate us, and let all sides come together in the name of unity and love.” Why is there not any person in the ad on a size 16 for example? This is a “physical wall”.
And again: “Love and togetherness are crucial in creating a society we all want to live in, and the future we all deserve.” How much love and togetherness people in Morocco and Tunisia received while producing Diesel clothes who know in which conditions?
I like Diesel but I am afraid being political is difficult and following the anti-Trump movement and trend can possibly reinforce and increase hatred in the world.
Let’s talk about it!