Diesel's surreal cohabitation in the new campaign The Houseguests

The Houseguests, the new Diesel SS25 campaign, transforms cohabitation into a surreal and provocative experience. Created by creative director Glenn Martens and Christopher Simmonds, a British artistic director who has worked on some of the most famous fashion campaigns in recent years, The Houseguests explores the concept of human interaction with a touch of irony. The artistic direction is inspired by one of Diesel's most iconic ads, the SS94, reimagined through a contemporary lens. Inside a house whose rooms have been exposed and placed under everyone's watchful eyes, like in Big Brother, the new campaign creates a world where the guests, all dressed in the new SS25 collection, live out absurd situations.

The protagonists, all different in terms of gender, age, and geographic origin, bring to life a party where the dress code includes denim Summer Casts, racing-detailed biker jackets, and vibrant leather outfits. While some guests transform the kitchen into a beauty salon or the bedroom into an otherworldly refuge, others move within a world where the only rule is to be watched. The accessories, from Double D bags to Trini-D-Y sunglasses, complete the picture of a bold and aware aesthetic. With The Houseguests, Diesel reaffirms its spirit of freedom and self-expression, reminding us that the whole world is a stage, and someone is always watching.