A look back at Diesel’s most sex-positive moments

Dive into the brand’s kinkiest campaigns and collections.

Diesel x Tom of Finland Foundation

Creative director Glenn Martens joined Diesel in 2020, yanking the fashion brand out of its then-stale presence. What came from it? The kinkiest f-cking brand you’ve ever seen. From literal campaigns housed in “porn paradise” to its custom dildo invites to Milan Fashion Week, Martens’ joining of Diesel revolves around one word: sex-positivity.

Sex-positivity joined the world through the likes of hippies and gender studies professors in the 1970s. As for the world of fashion, sex-positivity has long been looming underneath the surface, with many designers tapping its influence — but not paying homage to the deep, kinky roots of its favorite materials and trends. For example, 2022’s obsession with “fetishcore.” Martens, on the other hand, has made sex-positivity Diesel’s mantra — cue its tagline “For Sucsexful Living.” This not only revived the brand’s influence, but elevated its clientele from stale, to chic, It girl.

To bring its “sucsexful” era to life, Martens straddles a kinky balance of cheeky campaigns, sexy silhouettes and raunchy runways.

SEE THE COMPLETE ARTICLE BY GIGI FONG

Published: 14th June 2024

Categorised in: News