The £350 black jacket is covered in white writing on the back, while the front has a canvas stripe also featuring the word.
The jacket is from ‘the more hate you wear, the less you care’ Ha(u)te Couture collection.
The campaign features a range of jackets and T-shirts with hurtful comments, including ‘slut’, ‘imposter’, ‘cynic’, ‘sugar baby’, ‘fat’, ’weirdo’ and ‘not cool’.
Publicising the campaign, the brand previously tweeted: “It’s worth repeating: you don’t make online hate disappear by hiding it.
“Share your stories of online hate. It’s time to take the hurt out of hate. #DieselHateCouture.”
A video promoting the range, featuring Nikki Minaj, shows 13 Reasons Why actor Tommy Dorfman modelling the jacket.
But people are not impressed with the use of the homophobic slur.
Diesel has attracted severe criticism, with many slamming the label on Twitter for using the derogatory term.
One person said: “Seriously? I don’t need to waste £350 to increase my risk of getting queer bashed, thanks @DIESEL.
“People experience that for free every single day.
“Also, did I miss the memo about the gays reclaiming that word? No, I did not.”
Another person said: “No, @DIESEL. Wearing a derogatory word scrawled all over your back is not the way to combat hate £350 though. I mean, a bargain really."
But responding to comments over the price, Tommy said on Twitter: “All proceeds from this jacket are benefitting the Ali Forney Center in NY which provides shelter, food, and programs to homeless LGBTQ+ youth."
- HC-J-SOULY Satin bomber jacket with all-over print, Diesel, £350 – buy now
Despite this, people still thought the jacket was a step "too far", branding Diesel "disgusting" and "offensive".
This person said: “Wearing derogatory words is not the way to do it. Simply offensive.”
Another tweeted: “This is disgusting from @DIESEL. Are offensive words fashion now?
“#homophobia this can't be allowed.”
This person asked: “Is @DIESEL drunk? I'm no snowflake but this is horrendous.”
This person added: “I'm a fan of @DIESEL clothes But I feel a bit uncomfortable with them putting the f word on a jacket? Feel it's a bit far.
“I get what they are trying to do just wrong word in my opinion.”
Responding to the outrage, Diesel said in a statement: “Our aim has always been to disempower those that create the hate and manifest negativity.
“Every individual cast within the campaign relates personally to the issue itself.
“To bring awareness to the wider issue, each chose a phrase that they wanted to wear proudly with the goal of empowering others to take a stance.
“Together, Diesel and Tommy Dorfman use this as a platform to disempower the haters and show the more hate you wear, the less you care.”
Creative officer behind the campaign, Bruno Bertelli, was quoted by Metro saying: “The main thing is not to hide.
“Hate comments are based on the fact that people are hiding themselves.”
It seems not everybody dislikes the jacket, as it’s sold out online in sizes XXS, XS, S, M and XXL, with one person commenting: “I love it. I think it’s really powerful.
“Censoring words doesn’t mean they suddenly don’t exist."
In other news the H&M X Moschino collection lands in stores TODAY – here are the pieces to buy before everyone else.
Plus Bershka is selling a £26 puffer jacket which looks just like Calvin Klein’s £1,290 version – can you tell the difference?
And this utterly bonkers umbrella jacket is just £11 – but would you wear it?
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