Diesel "Enjoy before returning" by Publicis Italy

Ahead of New York Fashion Week, Diesel has embraced the "enjoy before returning" approach with a tongue-in-cheek spot.

The 60-second ad shows sharply-dressed shoppers boasting their new outfits, tags on display, as a punk-rock narrator recites the fashion brand’s return policy. While the brand (obviously) isn’t too keen on customers returning their pre-loved items, the campaign maintains Diesel won’t hold it against them.

The brand is also set to host a "return party" for once-worn items, taking place during London Fashion Week. The work was written by Sébastien Rouvière, art directed by Andrea Sarcullo and directed by Similar But Different through Smuggler.