Nicki Minaj, Gucci Mane and Bella Thorne are ambassadors for Diesel’s new campaign which aims to combat cyberbullying.
The 35-year-old rapper has appeared in the Italian brand’s new autumn/winter 2018 ‘Haute Couture’ campaign – alongside Gucci Mane and Bella Thorne, Yoo Ah-In, Miles Heizer and Tommy Dorfman.
The campaign aims to combat cyberbullying by branding polarising messages – which have been received by the ambassadors in real life- onto their clothing.
In a video released by the retailer, a phone is seen on the floor showing hoards of negative messages received by the ‘Chun-Li’ rapper – most notably the phrase “Bad Guy”.
Nicki is then seen sporting long blue hair, wearing an oversized leather jacket emblazoned with the phrase and gives the camera a fake shocked look.
Bella, 20, is shown in a shirt that reads “Slut,” and she is seen dancing provocatively behind a glass window while38-year-old Gucci flashes a huge smile in a “F*** You, Impostor” shirt.
The video ends with shots of all celebrity ambassadors while the screen reads: “the more hate you wear, the less you care”
Founder of the iconic brand Renzo Rose revealed that she wanted to create “controversial irony” with her pieces and wanted to comment on the way we communicate with each other today.
In a statement, she said: “We wanted to create this controversial irony with our clothes. It’s the way we have to communicate today. We have to do it with our lifestyle and irony.”
The clothing advertised in the campaign will be sold in select Diesel locations and online.
Customers will also have the chance to create individually inspired, custom pieces starting next month and all proceeds from the sales will be donated to support anti-bullying programmes.