In all honesty, Diesel needed a breath of fresh air, and Glenn Martens might just be what they were looking for. The once iconic denim brand hasn’t been as on point as they were in the ’90s and early ’00s. Back then you were a fashion nobody when you didn’t have a Hush 770 in your closet. The “For Succesful Living” campaigns were so groundbreaking that they became case studies at schools.
Glenn Martens for Succesful living
If there’s one person who can take Diesel back to its heydays, it must be Glenn Martens. He presented his first full collection through a short film with serious Lola Rennt vibes. It lenses 4 sections of Diesel’s evolved, brave new world as seen through Martens’ creative prism. The film blurs the lines between reality and a dream.
Throughout the storyline, Martens’ focuses on denim, womenswear, menswear, and experimentalism are all portrayed. Together, they become something new, galvanizing, unusual, and entirely individual. Martens’ concept is a contemporary interpretation of Diesel’s bold and ironic history. Notable overarching points include an all-gender approach, a heritage component, and the newly introduced Diesel Library. A new sustainable made-to-stay collection component holding genderless jeans, shirts, tops, skirts, shorts, and more.
The result firmly carves out the next chapter in DIESEL’s evolution, balancing popular appeal, clever design, and, most of all, an uncompromising vision.
