Diesel x Diesel
Glenn Martens tells the story and the future of the brand with Diesel x Diesel
In the Diesel archive live influences, stories and unique moments that have defined the history of the brand, but above all that of fashion inside and outside the Italian borders. A glorious past, capable of marrying tradition and innovation, bringing the brand towards a new and continuous sense of discovery that has marked its history since its birth. It is also for this reason that Diesel has decided to collaborate with itself, digging into its archive and retrieving some iconic pieces updated with the modernity that has always distinguished the brand. Created by Renzo Rosso together with the new creative director Glenn Martens, the Diesel x Diesel collection marks a passing of the historical baton for the company, which celebrates its irreverence, its courage and its universality by focusing on its historical protagonist: the denim. To celebrate this collection, Martens created the "Fake Smiles" campaign, a sign of continuity with the brand's language but also a reference to the famous Diesel mantra "For Successful Living" created to explore the constant pursuit of happiness. A new step to launch the brand towards a new goal to honor its iconicity in a real generational legacy, but also a personal story to be told through memories made of unique moments.
Five creatives reinterpreted the new collection to take us on a journey through their memories, telling us about their connection with the 90s and with Diesel in a series of shots and videos: Mecna, Michela D'Angelo, LeItalienne, Davide Dev and Elena Mottola. From music, to fashion through make-up, let's explore the aesthetic influence of the historical decade that lives intact in the collective imagination and in that of Diesel.
MAKE-UP ARTIST & SKINCARE ENTHUSIAST
“Diesel x Diesel’s “Fake Smiles” capsule made me feel like I was in the 90s again. The reason why the brand has remained iconic is its youthful irony and its unfiltered audacity.”
“I remember Diesel was everywhere in my mother’s closet and luckily, over the years, I managed to get some of those vintage pieces that I still treasure! That’s why I feel a special connection to this last Diesel drop. It’s not just super cool and timeless, it also evokes memories that I’m very fond of.”
“The 90s were the years of my education. I went from the Spice Girls to the Red Hot Chili Peppers, I started playing in a band and I got passionate about drawing and design.”
STYLIST & FASHION CONSULTANT
“90s are never been so good, all my early memories are stick to that decade”
“90s culture is enormously inspiring even in today’s music scene - we are the Mtv generation!”
“In this playlist I’ve collected all the songs that have stayed with me when I was growing up, both musically and personally”
STYLIST & BRAND CONSULTANT
“Glenn mixes the modern and the vintage style of the 80’s, in the iconic brand Diesel, in the perfect way. Not too crazy, not too simple, everything is in the details.”