Denim and Underwear Is the Dress Code on Diesel’s Fictional Island

Spring has sprung in Diesel’s new “Pleasure Island” campaign.

Diesel creative director Glenn Martens, art director Chris Simmonds and photographer Johnny Dufort envisioned the Spring/Summer 2023 campaign as a “vivid funhouse populated by pleasure-seeking, Diesel-clad patrons who are encouraged to let their deepest impulses be their guide.”

The campaign features highlights from the S/S ’23 runway collection like the Oval D top and bodysuit and Super Logo men’s wear pieces. There is faded denim in corset silhouettes, “peel-off camouflage,” cargo pants and couture-inspired silhouettes. Models are dressed in ’90s-inspired bras and briefs from the Diesel underwear collection as well as watches, jewelry and five new eyewear styles made in partnership with EssilorLuxottica.

The fashion reflects the “uninhibited, sexy and broadly curious” attitude at the fictional island and welcomes “all desires, kinks and indulgence” without judgmental attitudes, the brand stated. The campaign is staged in lavish settings—an indoor pool, nightclub, and hotel room—decorated with mirrors and Renaissance-inspired murals.

Diesel brought that attitude to Milan Fashion Week last month where models strutted around a mountain of 200,000 Durex condom boxes. The backdrop was part of Diesel’s collaboration with the sexual wellness brand that includes an upcoming capsule collection of co-branded tees, jeans and caps. Diesel will also make 300,000 Durex condoms available for free at its stores. 

On time

Last week Diesel launched its first solar-powered watch line called Solar Red. Comprising three styles—Baby Chief Solar Red, Cliffhanger Solar Red and Framed Solar Red—the line features straps made with #tide ocean material, a form of recycled plastic made from 100 percent ocean-bound plastic, and partially bio-based cases made with 45 percent castor oil.

The brand also released a limited-edition Chain Takeover LW watch. The jewelry-like watch combining red with stainless steel, debuted at Diesel’s S/S ’23 runway show. Just 800 are available globally.