Visual merchandising is an essential part of consumer culture; if stuff doesn’t look intriguing, the likelihood of you buying it is very small. So companies often go for storefronts that are striking and daring and sure to capture our attention. Walking down 5th Avenue in New York City last week I came across exactly that.
Diesel’s latest effort to get people in to their store and in their clothes is the Be Stupid campaign. Now granted, there’s some sass to this campaign, encouraging people to be edgy and fun, which we fully support. But just how far should we take being “stupid.”
“Smart has the brains, but stupid has the balls.” Alright, we’re advocating for putting yourself out there and pushing the envelope, something that Looptworks fully believes in, but although the message might be interesting, just where are all of those plastic balls that fill up the 5th Avenue window going to end up once the campaign runs its course?I’ll give you one guess, and it’s not an upcycled couture dress made from plastic balls.
When it comes to costs to the environment and advocating disposable lifestyles, being stupid doesn’t look so cool anymore.





