Within a location dominated by an installation made with 200 thousand condoms, diesel presented the Fall Winter 2023-24.
The first day of parades at milan fashion week saw Glenn Martens tell about freedom (sexual but not only) through clothes, combining message and business collaborating with durex italia to make some T-shirts that cross Diesel’s D to that of Durex’s, a double-letter logo that could have an evocative impact even on generations who, having not In short, message in a condom.
From message to message, in the hands of Glenn Martens denim becomes a subject to be transformed. Work of dévoré and spreads on the canvas of the jeans define the entire Diesel FW 23-24 collection and transport it to a territory far from the jenseria, plausible with the ways and manners of the ways of dressing of intergenerational girls and boys for which the definition no longer occurs either by sex, nor by age, nor by social class.
Diesel is for everyone, just like sex.
A mound of 200,000 Durex condoms stood in the middle of Diesel’s FW23 runway, serving as a tribute to sex, nightlife, and pleasure (another 300,000 will be gifted in stores worldwide during the month of April). «Sex positivity is a remarkable phenomenon. At Diesel, we enjoy playing and take it seriously. Be safe, respect one another, and have fun. For a long life of health! Glenn Martens, the creative director who has revived the venerable Italian brand and this season debuted 72 pieces with a focus on sexuality, partying, and Y2K, was quoted as saying.
A mainstay of the brand’s lifestyle world, underwear revives the old tagline with the sly addition, “FOR SUCSEXFUL LIVING.” Shiny leather jackets and puffy overcoats with iridescent tones and copper pigments make up the outerwear. Distorted and happy mouths are prominent on dresses, tops, and skirts as a holdover from past campaigns, while a tribute to “protected” sexual freedom is the star of a collaboration collection on T-shirts that unites the D of Diesel and that of Durex.
After a decade in which the Diesel name had been associated with ordinary jeans and little else, the brand confirms that it can generate a cult that is so pervasive it borders on being classified as “national-popular.” This is due to the brand’s involvement with the return of Y2K, of which it has been both a proponent and a passive spectator, as well as the artistic vision of one of the most innovative personalities of the contemporary scene.
As evidence that Diesel belongs to everyone, just as the subjects it addresses and just like sex, in a microcosm of coolness that speaks the language of Gen Z, crowds of people gathered outside the exhibition, with some sporting full brand looks and others sporting simple logo tees. Glenn Martens’ charisma, already well-known in its higher version for Couture in collaboration with Jean Paul Gaultier and in its more intellectual declination for Y/Project, emerges in Renzo Rosso’s brand in its more mainstream and pop version, in a precarious but effective balance between extravagance and pragmatism. The outcome is pop, loud, aggregating, and democratic in the way that only football could be.