Diesel Fool NY Fashion Week Attendees with New Fake Brand

As we hit mid-New York Fashion Week, Publicis New York has created a timely unique campaign for fashion house Diesel.

While many will be strutting their stuff to the main events to catch sight of the front row and the new collections, few will realise the missed opportunities to buy designer on the cheap en-route to the catwalk.

Over the past few days a new shop has opened on Canal Street, the city’s famed home for fake fashion and knock-off stores.

While the items bore what seemed to be a misspelling of the iconic Diesel logo, Deisel wasn't just a tacky offshoot, it's actually a limited-edition collectible line rolled out from the fashion house directly.

The documentary-style campaign shot by Andrew Lane sees shoppers laugh at and question the authenticity of the collection, not realising that actually the products were genuinely of designer quality.

"Only a brand with a fierce legacy of innovation has the courage to storm Fashion Week conventions with a knock-off brand, sold street-wear style, on Canal Street,” says the agency’s CCO Andy Bird. “Diesel has been breaking conventions in the fashion world for 40 years. Here they are again, taking a direct to consumer twist on fashion marketing, smack in the center of one of the largest fashion-centric events in the world. Now that’s a real fashion statement.”

You’ve got until tomorrow to find and buy the reduced designer gear… if you can find the store, you wont regret it. And it might not be too long before you see people wearing the Deisel brand for real.

Catch an interview with Diesel’s founder Renzo Rosso and Publicis global CCO Bruno Bertelli in shots’ upcoming fashion issue, #174.