Diesel 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.
The idea was simple. According to Diesel founder Renzo Rosso, "There are so many fake products in the world. The fake products bring the brand down. So how can we use this to bring the brand up?" Thus, came this fantastic idea.
When Diesel revealed the fraudulent store was full of authentic products, a massive line materialised the second morning. Fashion fiends and influencers wanted the chance to get their hands on any of the 1,000 unique pieces from the collection. Names from Gucci Mane to Francesca Colucci showed off the collection on social media to their 7.7 million and 16,400 followers, respectively.
Diesel's calculated risk paid off quite spectacularly.