Diesel SS23: Head to Milan Fashion Week’s biggest show to see futuristic jeans

Yesterday, about 5,000 people turned up for Diesel’s SS23 concert in Milan, held in an indoor stadium and open to the public. Looking at the crowd, who grabbed every available ticket in less than 90 minutes when they were released, you’d think Diesel had somehow executed the most ambitious brand-dressing scheme ever. in fashion week history: Hundreds, if not thousands, of attendees were wearing Diesel — some of the debut collections of creative director Glenn Martens were widely acclaimed, others wore jackets. vintage leather and t-shirt with small logo.

Of course, the reality is much simpler: only a handful of people there, like Julia Fox, Evan Mock, Skepta, Normani, Ashton Sanders, and Lil Dre, were styled for the occasion. The rest of the crowd, including about 1,600 fashion students, went out and bought it themselves. “The idea is always an alternative to luxury and a democratic brand,” said Martens after the show, which was only his second idea since taking the helm of the popular denim export business. riots of Italy in late 2020 (He is also the creative director of Y/Project.) As Fox surveyed the backstage, where fresh-faced models and young supporters were hugging and clapping, she summed up how wildly successful Martens has been: “I feel like Diesel is really talking to the young, the kids,” said Fox. “We love watching it.” Martens also went for walks: according to his count, more than 4,300 attendees were at their first fashion show.

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