Diesel, the renowned fashion brand, created a buzz at its recent Milan show through a striking collaboration with Durex, a well-known condom brand. The show featured a staggering 200,000 condoms provided by Durex, forming a mountainous display that captured the attention of the guests. The highlight of the collection was a jersey T-shirt that cleverly combined the logos of Durex and Diesel, making it a unique and eye-catching piece.
This groundbreaking collaboration marks the first time Durex has partnered with a fashion brand for a collection. In addition to the condoms used in the show, Diesel has announced plans to give away 300,000 Durex condoms for free in their stores worldwide in April 2023. By doing so, Diesel reaffirms its commitment to promoting safe sex and fostering a positive and respectful approach to sexuality.
Glenn Martens, the creative genius behind the collection, expressed his enthusiasm for the concept of “sex positivity.” He emphasized the importance of having fun, respecting others, and prioritizing safety. After taking a memorable bow, Martens walked around a ridge of condoms, allowing guests to take as many condoms as they desired. Some even took the opportunity to lay down among the condoms for playful Instagram photos, adding an element of whimsy to the show.
Aside from the impactful message conveyed, the Diesel collection itself was exceptional. Martens successfully captured the essence of the brand with edgy and distressed styles for men, and cool and tattered looks for women. Standout designs included low-slung jeans, halter neck dresses, and denim pieces embellished with lace or mesh. Particularly noteworthy were the denim devoré jeans, which were intentionally distressed to reveal glimpses of skin, bottoms, and underwear.
The collection also featured a unique display of makeup and hair, adding a theatrical touch to the overall aesthetic. Models sported blue and washed-out faces and torsos, complementing the fabrics and creating an artistic contrast. Leather looks, including wrap blousons, skirts, and belts, contributed an edgy and powerful element to the collection.
While some looks ventured into experimental territory, Martens brought the collection back into focus with a series of rock star-inspired Pop Art designs. Enlarged images of faces, mouths, and teeth adorned zip-up jackets, tops, and skirts, creating bold and attention-grabbing visuals.
In terms of sustainability, Martens incorporated eco-friendly practices into the collection. Existing fabrics were upcycled and transformed, with techniques such as metalizing biker denims and bonding shearling jackets with distressed denim. Even deadstock faux fur was given new life through painting and plastic coverings, resulting in a unique liquid fur effect.
In addition to the clothing, Diesel introduced several accessories, including denim boots with utilitarian pockets, a new sneaker called the Prototype 3 with an oversized sole, a quilted denim bag named D-Charm, and fresh sunglasses in collaboration with EssilorLuxottica. The brand also unveiled a Vertebrae watch, featuring a casing shaped like the bones of a spine.
Ultimately, the most unforgettable image from the Diesel show was the towering display of condoms. It served as a powerful reminder of the importance of individual freedom and responsibility within Diesel’s global community. Glenn Martens summed it up perfectly, stating, “We have to remind everyone that safe sex is still important, we cannot forget.” By merging fashion and a commitment to safe sex awareness, Diesel has successfully made a lasting impact in promoting a positive and responsible attitude towards sexuality.
Useful links:
1) Shop Diesel x Durex collection
2) Planned Parenthood
