Gen Z continues to bring fashion trends back from the Y2K era, declaring Diesel the hot brand for 2022. Diesel jeans were all the rage in the early 2000s with their low-rise waistbands and extravagant pops of color. Now, Gen Z is reviving the brand. (Editor’s note: Millennials can rejoice, your old jeans are now cool again.) Celebrities like Rihanna, Dua Lipa, and Julia Fox have been seen repping Diesel all over Instagram, causing a ripple effect that has TikTok influencers showcasing their #Diesalhaul and gaining thousands of views. The brand’s following has reached new heights as they market toward Gen Z with meme-related content on TikTok as well as tapping Gen Z’s desire for sustainability. YPulse research shows that brands need to think of ads as entertainment and Diesel has taken that approach to transform their marketing for a new generation of fans. It’s yet another example of the fact that seemingly outdated brands can reinvent themselves to attract young consumers. (Refinery29)
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