Here’s something to get you through the gloom of winter – Diesel recently announced the debut of its latest summer campaign, titled “Ready To Unwear”, which promotes the idea that, during the summer, less equals more.

The thinking behind this ironic moniker, inverting the common fashion industry phrase of “ready to wear” – is that summer’s best memories are often experienced in varying degrees of undress. The campaign also celebrates and promotes anti-conformity and a personal choice to never ride the tide, to put something on, but not be afraid to take it off either.

Subverting the norm, the new Diesel “Ready to Unwear” campaign is the ironic celebration that less is more. Much more!