DIESEL's Larger-Than-Life campaign flaunts more than just denim


Washed-out prints, an eclectic revision of 90s camouflage, and of course, how else could it be – an army of denim-wearing giants. Following Glenn Martens’ quite literal, ‘ginormous’ runway debut for Diesel, its recent Fall Winter ‘22 campaign seems to be the continuation of just that. Characterized by juvenile optimism, somewhat irreverent attitudes, and the essence of sexual liberation, Glenn has catalyzed the heritage brand’s rebirth with more than just denim. Though we have to admit no one does denim as Glenn does, we’re thrilled to vest ourselves with deconstructed utilitarian wear, asymmetrical dresses along with trompe-l’oeil-denim prints, and carefully placed cut-outs. Head to diesel.com to learn more about the collection in all its minutiae.

Playing with proportions – what could possibly be Larger-Than-Life itself other than billboard-sized models sprawling amidst a concrete jungle of skyscrapers? Lensed by Johnny Dufort with Art Direction by Chris Simmonds and Creative Direction by one of Belgium’s most prolific creatives Glenn Martens, the trio initiated the unearthly, pseudo-digital glitch that left everyone wanting more. With the absence of clinical and elitist sentiment, the towering figures virtually sprawling with confidence, foreshadow a cinematic glimpse of this season’s refined 2000s aesthetic. Quite the satirical take on macrophilia or perhaps merely a reference to Glenn’s affinity for architecture and design.

Discerning his work, it seems that Glenn has thoroughly philosophized about cascading technical illusions and much more about keeping Diesel approachable and fun despite progressing in the ever-so-often, pompous fashion landscape. From working with Jean Paul Gaultier and Bruno Pieters to now juggling the creative direction of two mega brands – Diesel and the megalomaniac have seen quite humble beginnings and we’re excited to see their story unfold. Scroll down to watch the Larger-Than-Life F/W ’22 campaign video.

[Campaign Imagery]
Johnny Dufort
[Artistic Direction]
Chris Simmonds
[Creative Direction]
Glenn Martens
Afra Ugurlu
September 19, 2022
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