Hiding the hate won’t make it go away and it doesn’t make it less hurtful. But when you expose it and make fun of it, you disempower the hate and discourage the haters. So we changed the conversation about hate by taking it and turning it into a fashion statement that everyone can wear loudly and proudly. We started with exposing the hate we received, then tapped almost 600 influencers to wear their hate, to finally allow anyone to personalise any item of the collection with their own messages.

The idea of the film was to happen inside a phone, the place where hate circulates. The camera never stops spinning or moving, switching from the vertical format to the horizontal one, while capturing everything in a main square inside the frame. Each of the situations represents the online stage, with the character at the centre, vulnerable to the hate, but acting carelessly towards it and mocking it.