Diesel’s deep-rooted connection to denim is a well-known fact. It’s been ingrained in the brand’s DNA since its founding by Renzo Rosso in 1978. Denim has always been the star of the show, taking center stage in some of the most iconic advertising campaigns. With the Spring-Summer 2025 collection, current Creative Director Glenn Martens aims to reiterate denim’s potential as a fabric that transcends casual wear and transforms into a truly original design element. This season’s collection showcases the versatility of denim through memorable and unique designs.
The show itself was a testament to denim’s enduring allure. The narrative, delivered through a voiceover, highlighted the origins of the word “jeans” in Genoa and the birth of denim in Nimes, France. Every piece on the runway was a celebration of denim – from long coats to mini dresses, from floor-sweeping gowns to classic jeans. Martens emphasized denim’s remarkable versatility, showcasing its ability to seamlessly transition from day to night, from office to red carpet.
To further underscore this point, the runway was adorned with scraps of denim, creating a tactile and textural backdrop for the models, who walked (seemingly) barefoot, save for a few denim-inspired boots. Even when garments weren’t crafted from denim, they seemed to be inspired by it. Indigo was the dominant color, with shades of blue and grey mimicking the material itself.
The theme of surrealism was subtly woven into the makeup. Similar to the Fall-Winter 2024 collection, the beauty looks were understated, with the exception of “extraterrestrial” contact lenses that added a touch of otherworldliness to the eyes. This subtle detail reinforced the message: denim isn’t conventional, it can be used to create something extraordinary from the ordinary.
Martens also emphasized the concept of circularity, covering the runway with 14,800 kg of denim fabric waste, highlighting its inherent beauty. “There is beauty in waste, in what is consumed and destroyed. It is in the circularity of denim waste, in the wear and tear, that this collection is built. This is the central element for Diesel: we promote circularity in our production as much as we push the elevation of design,” commented Martens, who aims to make the company increasingly sustainable in all aspects.
