Diesel revives brand appeal with Gen Z at Milan Fashion Week

Diesel showcased its revival at Milan Fashion Week with a vibrant display featuring 7,000 graffiti artists. Models wore striking outfits, including extremely low bumster jeans, hooded jackets, and unique makeup, transforming the venue into a colorful skate park. Five years ago, Diesel struggled to connect with younger consumers. Designer Glenn Martens, who joined in 2020, has successfully attracted Gen Z shoppers, who now make up 36% of sales, by embracing oversized styles and vintage aesthetics. Martens will expand his influence as the new creative director of Maison Margiela while continuing his work at Diesel. He is also set to launch a collaboration with H&M this autumn, further elevating his profile in the fashion industry.