Diesel's Only The Brave Tattoo Gallery
Tattoos are sexy. Tattooed people are sexy. Sexy sells.
And so, naturally, many brands jump onto tattoo cool to market their products with an edge -- a little bit crazy, a little bit bad. But hey, don't us girls just love that?
Thankfully, some ad campaigns get it right by doing it in a way that involves the tattoo community and puts a spotlight on the artistry along with the branding. One such campaign is Diesel's Only The Brave Tattoo Gallery for their fragrance Only the Brave Tattoo. [And yup, I'm a part of it.]
For this fragrance, Diesel founder Renzo Rosso -- whose hands are tattooed-- approached renowned black & gray artist Mister Cartoon to design a tattooed clenched fist bottle and packaging. Rosso discusses this collaboration with Cartoon in an interview with Cool Hunting. When asked about how he thought to translate a tattoo into a perfume he says:
I'm going to tell you the story. It all started with the bottle. It was my 55th birthday, which is a special anniversary for I was born in 1955. Fifty-five is my magic number. I wanted to give my friends a gift, so I had my hand sculpted into a bottle that was all black and customized with Only the Brave. It was such a success and everybody liked it so much that we decided this bottle should be distributed worldwide. I have these tattoos on my hand as well. So I thought I could do something out of this. Then I met Mr Cartoon who I found to be very much like me--he has a sense of honor and creativity, and he's crazy. He designed the bottle and the logotype. After that, I asked L'Oréal to make a new perfume and translate my new rock 'n' roll attitude, my mentality, my passion, my positive energy into a perfume.[...]Beyond the bottle design and logo, Cartoon's work is also featured in promotions for Only the Brave Tattoo, like this video below, directed by Estevan Oriol. It follows the tattooist around LA, from the streets where he grew up to the studio where he tattoos celebrities today, and in the film, he talks about melding his street art aesthetic with a luxury product.
A host of other creatives, including NY tattooist Michelle Myles, form Diesel's tattoo gallery collage, highlighting the diversity among tattoo lovers and their stories. Even more tattoo stories can be found on an accompanying blog by Anna Mazas, who wrote and curated the awesome "Life Under My Skin."
Indeed, there are many layers to this campaign. It reflects, in some way, how tattooing and our community are being considered seriously by luxury brands -- artistically but also as a market for their goods. It wasn't that long ago when I was being followed around Fifth Avenue stores because I fit the shoplifter profile. Today, I'm one of the faces for a fancy fragrance. And that does feel pretty sexy.