There’s a gritty, glamorous, give-no-fucks beauty about not only being imperfect … but flaunting it with abandon. That’s the refreshing message behind “Go With the Flaw,” a short film created by Publicis Italia for Diesel.
You’ve got sweaty bodies, incomplete roads, roughed-up cars, poorly cut film. And amid all that, there’s a menagerie of weird human beauty—freckled bodies with faded tattoos, braces, unibrows with a hint of lady ‘stache (à la Frida), spasmodic movement, cross-eyed women.
It’s all framed in a world that perhaps suits the times—corroded, crumbling, riddled with poverty. And the person Scotch-taping every last scene into place has a surprising flaw of his own.
Last week, something that by all appearances was a small knockoff store popped up out of nowhere on Canal Street in New York. It looked pretty much like any other knockoff store—plastic hangers; neon “sale” and “buy 2, get 1 free” signs in slightly messy handwriting; and boxes upon boxes of sweaters, shirts and other items piled in the middle of the small store. It definitely wasn’t a place a fashion brand that wants to be taken seriously during New York Fashion Week would dare be found.
But Diesel saw it differently.
The brand worked with production company Rival School Pictures and creative agencies Publicis New York and Publicis Italy to secure prime real estate on Canal Street and open a fake store Thursday selling what appeared to be knockoff apparel.