Diesel has unveiled its FW17 campaign, ‘Go with the Flaw’, a celebration of individuality and imperfection.

In a world where #flawless and #perfect are being used more than 55 million times on Instagram, the Italian brand wanted to challenge this conventional definition of beauty. “Being unique is much more beautiful than being perfect,” explained Diesel artistic director Nicola Formichetti. “Change the way you look at things so even the bad becomes positive, overcoming obstacles and fears. You’ll have the best life possible.”

In a short video directed by Francois Rousselet – known for videos he created for the likes of Snoop Dogg, Madonna and The Rolling Stones – and soundtracked by Edith Piaf’s Non, Je Ne Regrette Rien, we see a range of characters embracing their imperfections with pride, from unibrows to braces and cross-eyes.

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

In true Diesel style the new campaign continues to challenge conventions and celebrates individuality, whilst addressing wider issues through humour and flamboyant visuals.