In an innovative display, Diesel transforms a concrete space into a colorful skate park, featuring bold designs and unique collaborations that resonate with younger audiences.
During a vibrant showcase in Milan, Diesel, the renowned denim brand, staged an extraordinary fashion show that transformed a concrete venue into a sprawling, rainbow-colored skate park. The event featured the contributions of approximately 7,000 graffiti artists who spray-painted 3 kilometers (1 mile) of fabric, draping it in elaborate designs over both the catwalk and seating areas.
Models paraded down the runway adorned in striking fashions, including bodacious contact lenses that rendered their eyes eerily white, akin to characters from horror films. Their whimsical appearances were further accentuated by exaggerated clown smiles that had been crudely crayoned onto their faces. Outfits ranged from hooded puffer jackets and contemporary corsets to “bumster” jeans with a notoriously low rise, which were equipped with adjustable internal undergarments. Such daring designs left little to the imagination, echoing a bold yet playful aesthetic.
Diesel’s resurgence in the fashion world can be credited to designer Glenn Martens, who took the helm in 2020. Following a period of decline, where Diesel fell out of favor among younger consumers, Martens has rejuvenated the brand by resonating with Generation Z. This demographic has shown a keen interest in his oversized silhouettes and vintage washes, with shoppers aged 16-25 now accounting for 36% of the company’s sales.
Martens has tapped into the foundational appeal of denim, promoting it as both an accessible and sensuous choice in fashion. His innovative collaborations include a line of Diesel-branded condoms, with 200,000 units serving as a notable backdrop during the Milan show. Additionally, he has orchestrated all-night raves in major cities like Rome and London, partnering with the online radio station NTS to create memorable experiences for attendees.
As a testament to his success at Diesel, Martens has been recognized as a rising star in the fashion industry, set to take on the role of creative director at Maison Margiela, a prestigious haute couture house. Established by the avant-garde designer Martin Margiela and more recently led by John Galliano, Maison Margiela is known for its cutting-edge concepts. Interestingly, the Paris-based label is owned by Renzo Rosso, the founder of Diesel, allowing Martens to concurrently direct both brands.
This year, Martens is expected to enhance his visibility in the fashion landscape with the launch of a personal collaboration under his own name, set to debut in H&M this autumn.
Source: Noah Wire Services
