Why has Diesel just deleted all their Instagram images? | 9Lives
Reading Time: 3 min

Whenever I spend too much time on Instagram, a little voice in my head starts nagging at me: Look at all these people. How are they always so perfectly stylish? With perfect skin. Why am I not having as much fun as this girl? Travelling as much? Eating as well? Why don’t I have abs like those?

I work in the industry, though, so I know that so many of these images are highlights, and often a completely skewed image of what really goes on behind the scenes. Behind every perfect outfit shots there are ten where a fat roll is showing or your legs look awkward. Glamorous launch parties? Add plenty of standing around and waiting. So often a shot on Instagram is a perfected version of reality, not a capture of what truly happened.

Today Diesel launched their new campaign, Go with the Flaw, and I love the message behind it. In our world we are forever chasing perfection: the perfect holiday, perfect pictures, perfect life, fitting in with the status quo. It’s going with the flow. Diesel is sending out a new message: embrace your flaws, your differences, the things that make you a little wonky but also unique. Roll with what you’ve got, even though it’s not ideal. Embrace what you can’t control. Find a little bravery to wear your flaws with pride.

Because perfection is boring.

Can we get a hell yes!

“I was fifteen years old when I made my first pair of jeans by hand,”Diesel founder Renzo Rosso said in the press statement. “Of course they weren’t perfect. But that made them special – and unique, like everything we have done across our history so far. I have always been more interested in imperfection because it stands out from the crowd.”


Following this new philosophy, the brand has decided to scratch all their previous Instagram imagery and start fresh: “We think perfection is boring, and especially on Instagram everybody seeks perfection. Perfect photo, perfect picture, perfect life.  And we are just tired of it. So we decided to delete everything for an imperfect new beginning,” they explained.  

“We think perfection is boring, and especially on Instagram everybody seeks perfection. Perfect photo, perfect picture, perfect life.  And we are just tired of it.”

At the center of the new campaign is a film by François Rousselet, the French director who has created videos for Snoop Dogg, Madonna and The Rolling Stones. During the mini-movie Edith Piaf provocatively sings ‘Non, je ne regrette rien’ as the cast embrace the uncomfortable of their everyday lives – and rise above.

Being unique is much more beautiful than being perfect,” explains Diesel Artistic Director Nicola Formichetti, whose casting approach finds incredible looking people with interesting features, affirming the message of self-love. “Change the way you look at things so even the bad becomes positive, overcoming obstacles and fears. You’ll have the best life possible.”


The 2017 Fall Winter campaign was officially launched with an event in Beijing on Wednesday September 6th. At this occasion Diesel partnered with Chris Lee, Chinese music industry idol , unveiling a limited edition capsule collection that advocates a candid approach towards one’s ego and celebrating imperfection. The new range drops in-store from 23 September.

The campaign imagery was photographed by Tom Sloan.


What do you think about the message behind the new campaign? Share your thoughts in the comments section below, I would love to hear from you.



I am a lifestyle blogger from Cape Town trying to find the best ways to spend my time, take care of my body and express myself. I am slightly obsessed with fragrances, sneakers, Jamie Oliver and Masterchef Australia. Oh, and I probably drink way too much wine.

Write A Comment