EXCLUSIVE: Diesel Sells Miami Apartments, Launches Condo T-shirts Campaign

MILAN — Whimsical and at times controversial, Diesel’s ads and communication have broken ground over the years and, true to form, the Italian fashion company is pairing the sale of its first Diesel-designed apartments with a new campaign: “The Condo T-shirts: The Most Expensive T-shirts Ever.” Each of the 143 tops comes with a printed graphic of an apartment at the Diesel Wynwood condo development in Miami and a price tag reflecting the unit. For example, the “D6-L7” T-shirt costs $1.05 million, while the “F2-L7” shirt costs $5.5 million. “If you buy one, you get a new home for free,” claims Diesel. The campaign, by creative agency Small and directed and photographed by Hernan Corera, launches today in Miami. This is the most ambitious project for Diesel Living, the brand’s home and interiors division, which, as reported last year, has partnered with real estate group Bel-Invest. “Diesel Living is embracing a more consistent and structured approach to the world of contracting, with this first project in Miami,” Diesel founder Renzo Rosso told WWD. “With its partners, Diesel Living’s strategy is to strengthen the brand’s presence in the field of private and residential properties with unique collections addressed to the world of contracting, which today

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