Be Stupid


Well, we’re gearing up for the big shoot tomorrow. Jewellery is prepped, props are procured and the styling wrack is looking LIT. Looks as though we’ve just got enough time left for a last little hit of inspiration before it all kicks off bright and early in the morning.

We’re not gonna lie, through all of the masses of research we did for this shoot, there was one brand that kept smacking us upside the jaw over and over again. Campaign after campaign, the sheer spirit of it hit the spot every time.

And maybe it’s not so slick and smart to point out an inspiration source so blatantly but you know what? Fuck that. We’re comfortable enough in our identity to publically respect the work of others.



Diesel have been renowned for their campaigns for years. Always on the line, they’re controversial enough to make you simultaneously draw breath and grin in respect. Challenging ideals, pushing the boundaries of mainstream, giving the finger to the status-quo. Sexuality, diversity and the vibrancy of youth – all unapologetically harnessed, flaunted, celebrated. There’s a fearlessness to them all, a chin up ‘what-the-hell-are-you-looking-at’ undertone that we’re utterly obsessed with. If there’s anything we took from gawking at them, it’s that something as visceral as attitude can and should be alive in a visual.

One of our favourites has got to be the BE STUPID campaign, which is what we’ll leave you with while we head off to get our beauty rest. “Be smart”, that’s what our parents taught us, right? The world is full of smart people. Doing all kinds of smart things. Join them. Be smart. That’s the smart thing to do.



But us? We’re with stupid. Stupid is the relentless pursuit of a regret free life. And … while smart may have the brains, well … stupid has the balls.

Smart may critique, but stupid creates.
Smart may have the plans, but stupid has the stories.
Smart may have the authority, but stupid has one hell of a hangover.

Smart had one good idea, and that idea was stupid.
You can’t outsmart stupid. So don’t even try.

So … wish us luck with our shoot tomorrow. It’s gonna be hella stupid.

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