Big, Bigger, DIESEL!

Spring Summer SS23

In the world of Diesel, the meaning of the adjective „small“ has been eliminated. Successfully. A belt the size of a skirt? Sure. A venue fitting an audience around of 5.000 people? No problem. The world biggest inflatable sculpture? Say no more!

And that is, in fact, the first overwhelming thing when entering the show space of this season’s Diesel SS23 runway. Approved by Guinness World Records, the four inflatable humans seem to be intertwined in some sexual twister game. As the invitation came with an anal plug, the intensions are clear. Diesel is going to dominate the season.

A collection of denim in all states of the art that is deconstruction – ripped, roughly embroidered with tulle, dyed or totally distressed. But as 71 looks of denim alone would be a bit much, the textures range from soft to harsh, with leather, metallics and even lace. Thanks to Glenn Martens who is eager to play by the four themes of his choice: denim, utility wear, pop and extravaganza. We see a Nick Carter working at Berghain, a raver girl with metallic skin matching her top and a flower-lace party negligé for what seems to be a very exiting evening. The Diesel-Logo is omnipresent. But not only in the collection. No show in Milan or Paris afterwards, without a Diesel-D somewhere in the audience. „Everybody can be part of Diesel“ says Glenn Martens… and they are. The „D“ as a code for likeminded people. A young generation that likes it rough, sexy – yes, the pure Diesel energy.

It is fun watching a brand push all the right buttons. Glenn Martens doesn’t want to play, he came to stay! And while I am watching the show, a friend sends me a DM: „I’m dyyyying!“

Yes, Diesel is a hype – but the hype is real!

Simon Riepe
Oktober 8, 2022
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