Italian youth fashion brand Diesel has unveiled its latest campaign that uses social media hate and turns it into a clever new campaign.

The ad stars Nicki Minaj, Gucci Mane, Bella Thorne, Tommy Dorfman, Miles Heizer, Yovanna Ventura, Barbie Ferreira, Yoo Ah-In and Jonathan Bellini.

Each celebrity chose some of the worst comments they’d received, and Diesel designed exclusive items for each of them. Nicki Minaj was dubbed “The Bad Guy.” Gucci Mane was told “Fuck You, Imposter.” Bella Thorne was named a “Slut.” And, Tommy Dorfman was called “Faggot.”

The ad’s the work of Diesel’s incumbent creative agency Publicis WW & CEO Publicis Italy and you can check out the clever work below:

The brand’s is also encouraging customers to create their own one-of-a-kind haute couture items. In key markets around the world, starting from October 6, it will let our customers personalise the new collection, creating and wearing the worst comments they have ever received.

And with the proceeds from the sale of the items, Diesel will be making a donation through the Only The Brave Foundation in support of anti-bullying and cyberbullying programs in different countries around the world.