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Diesel x Diesel

Oh yes, Glenn Martens has hit the archive!


The 2020/21 Diesel reboot is surely one that will go down in history. With new creative director,  Glenn Martens now spearheading the way, this latest campaign  Diesel X Diesel is a revival of the denim dynasty’s archival pieces, and a drop in the ocean for the (hopefull) madness to come.

The campaign is a satirical take on that infamous American smile – you know, the kind of customer service that leaves Europeans stunned and confused. The shoot goes alongside a video created by Christopher Simmonds, featuring ever-so stylized imagery and a 50’s optic we can appreciate from all angles of style.

From leather bombers, trucker jackets to varsity reps, there is, of course, a classic pair of denim jeans we are ready to slink into – this campaign is a love letter to Diesel’s past and a marker for the future. Within this, however, comes a fresh take and a new design. Where basics were once predictable, we now see flared sleeves, A-line skirts, and patchwork jackets. As a quick P.S, we have to share our own infatuations with the collection – and in particular, a dusty rose denim trucker sending us its siren call. With added patches and a satin – lining, this is a summer staple we can already see flicking over our shoulders after an arduous day of sunbathing and Magerittas in the park.

24 – pieces and a fake smile to last a lifetime- Diesel is sharing the collective feeling of daily-mundane-life in corporate America (or anywhere for that matter!).  Within this, we are in our personal pursuits of happiness, always enticed by the sunshine over the hill and cheered on by the whispers of an illusive American Dream. We hear and ready for this fresh take, and send a big congrats to Glenn Martens as he settles into what we anticipate to be an amazing ride…


Photography by Johnny Dufort @ Do Be Do Represents

Creativity by Christopher Simmonds

Casting by Midland

Styling by Ursina Gysi @ M+a Worldgroup

Hair Styling by Cyndia Harvey @ Art Partner

Make-Up by Lauren Parsons @ Art Partner

Produced by Holmes Production

Set Design by Poppy Bartlett @ Magnet

Diesel x Diesel capsule collection available soon at Diesel.com and in stores.

Words by Grace Powell