‘Go with the flaw’ is Diesel’s global proclamation. It stands for everything that is imperfect and celebrates individuality and uniqueness- after all, our flaws are what makes us interesting.

But we needed to launch the campaign in China- where people regarded perfection as a way of life. They would pursue cosmetic surgery to make up for their insecurities and low self-esteem, but then find how one procedure was never quite enough. And with the world constantly setting impossible beauty standards, the misuse of cosmetic surgery escalated.

The situation called for Diesel to remind people to cut out all the noise and embrace their true, flaw-filled, imperfect but beautiful selves.

The stunt began with a story of Xiao Xiao removing her implants to make jewellery through an unbranded online video (BTW her story wasn’t real, but the jewellery was). Then, the online video led people to an online bazaar where they could buy pieces from the Anti-Perfect Collection. Each unique piece was a provocative reminder to keep fake parts out and embrace yourself. Word and intrigue spread, sparking debate and conversation online about the world’s tainted perception of beauty. People only realised it was a Diesel stunt upon delivery of their purchase, bearing ‘Go with the flaw’ as our message.