DIESEL with a Message

The sex-positivity lesson of Diesel’s runway and its 200,000 condoms avalanche at Milan Fashion Week!

On the 22nd of February Milan Fashion Week kicked off the fashion season keeping its standard as one of the best and most famous Fashion Weeks ready to bring us their Fall-Winter 23/24 collections in an innovative and industry-shaking way.

With moans as a soundtrack and 200,000 boxes of Durex condoms, Diesel presented its new collection. Glenn Martens surprised us once again, making clear the message that promotes the culture of safe sex with democracy, choice, and sex positivity as a human right.

The influence of sex in Diesel’s FW23 collection was not only present during the show but since a few weeks ago; from the moment the invitations to the event were handed out, it could be anticipated that something like this would happen. On this occasion, even the invitations to the show were personalized packs of Durex condoms (which also hinted at an upcoming collaboration with the condom brand).

But why have a fashion show with condoms as decoration? Martens has been characterized as a designer who seeks to leave an important message with his work. Diesel, under his charge, is a firm of the 2000s at the forefront of the new generations. His way of working denim in an avant-garde way and his Y2K style, that is, that way of dressing that we had in the early 2000s, is now coming back with force.

Willing to show the brand’s garments, Martens kept safe sex as a topic of conversation during the show, clarifying the importance of intimate relationships and the freedom with which pleasure should be experienced as long as it is consensual and safe.

“We must remind everyone that safe sex is still important; we can’t forget that. Sex positivity is an amazing thing. We like to play at Diesel, and we take it seriously. Have fun, respect each other, and be safe – for a sex-positive life!”. Glenn Martens 

As models wandered on a passion red catwalk among condoms dressed in Diesel’s latest designs, FW23 showed a somewhat risky collection with striped garments, dresses full of crystals, denim shoes, and booties, the new sneaker reference Prototype 3 and double-layered sweaters.

Using all the Y2K trends, we saw low rise, lots of denim (distressed denim, denim with transparencies, etc), ripped garments, and metallics. The vinyl outfits printed with brightly smiling faces caused a stir among the audience, while biker-inspired jackets made their way to make it clear that motorcore is still on trend.

But that’s not all! After the show ended, Diesel also assured that it will give away an additional 300,000 Durex condoms in its stores worldwide, in addition to its 200,000 mountain, in order to reaffirm the idea of free but always safe sex.

What a way to make a statement and make use of creativity and fashion to convey messages!

Article by: fashion journalist Valentina Amaya

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