Diesel's latest fashion show in Milan marked a daring transformation for the brand, which previously struggled to stay relevant. Designer Glenn Martens introduced a vibrant catwalk setup that mimicked a graffiti-covered skate park, showcasing a range of innovative denim styles like 'bumster' jeans and playful fashion elements. His approach to connect with Gen Z includes collaborations with lifestyle brands and hosting raves. As a result, younger consumers now comprise a significant portion of Diesel's sales, sparking a renewed interest in the brand's identity and paving the way for Martens’ next venture in haute couture with Maison Margiela.
Diesel's show in Milan transformed the space into a vibrant, graffiti-themed skate park, showcasing a bold and artistic vision synonymous with the brand's revival.
Glenn Martens' innovative designs resonate with Gen Z consumers, bridging the gap between vintage aesthetics and contemporary street style, marking a significant turnaround for Diesel.
The collaboration with Durex and stagings of all-night raves reflect Martens' strategy to attract a younger audience, seamlessly blending fashion with lifestyle elements.
With 36% of their sales coming from shoppers aged 16-25, Diesel is now successfully appealing to a demographic that seeks fresh, youthful takes on denim.
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