Diesel wants you to borrow their clothes for a night out and then return them – sort of

IKDNY “Wardrobing” is when you buy an outfit, wear it and return it after.

Lots of people are doing it – and most fashion brands are struggling with how to handle it.

DIESEL have decided to grab the bull by the horns with their latest campaign “Enjoy Before Returning” – encouraging customers to fully enjoy it in the process.

The video portrays different party goers enjoying the night in Diesel outfits with the tags prominently on display — outfits they will seemingly return the next day.

Throughout the film, by Publicis Italy, a voice over ironically recites Diesel’s return policy.

Related: Diesel launches authentic fake goods store in New York

James Herring is a partner at creative agency Taylor Herring

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