Much like other brands that are embracing the LGBTQ+ movement, the Diesel Pride campaign saw a branded, rainbow-themed capsule that was supplemented with a love-promoting editorial photoshoot on social media. The photographs were elegantly sensual, spotlighting same-sex relationships in a tasteful manner. However, not everyone felt that way.
As the Diesel Pride campaign ran throughout the month of June, the brand noticed that it was beginning to steadily loose followers on Instagram — a phenomenon that eventually totaled at the loss of 14,000 users. However, the fashion brand turns this around with the help of ad agency Publicis Italy. Together, the two companies launch a follow up to the Diesel Pride campaign, that highlights how "love transcends numbers."