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Dec 3, 2024
By: Eva Zhong
Courtesy of Diesel
We are no strangers to Diesel’s white and red san serif logo, now plastered across green construction barriers and oversized billboards around the city, as well as its in-person location in Soho. This iconic Italian fashion brand, founded in 1978 by Renzo Rosso, is best known for its quality denim and rebellious, edgy style (Diesel).
Over the years, Diesel has evolved from a denim powerhouse into a lifestyle brand offering a range of clothing, accessories, and fragrances. Diesel’s recent branding efforts have been highly successful in revitalizing its global image. With celebrity endorsements from the likes of Dua Lipa, Rihanna, and Megan Fox, Diesel is slowly becoming “cool again”. Through viral ad campaigns that challenge societal norms and sustainable efforts that redefine denim’s role in fashion, Diesel’s branding strategy is a masterclass in staying press-worthy while remaining authentic and responsible.
The New Design Vision: Glenn Martens Takes the Helm
At the height of the pandemic in 2020, Diesel welcomed Belgian designer Glenn Martens as its new creative director, signaling a bold shift in the brand’s market positioning. Known for his avant-garde approach and acclaimed work with Y/Project, Martens brought a fresh perspective to Diesel, revitalizing the brand’s rebellious identity with contemporary sophistication. His vision emphasized a bold reimagining of Diesel’s heritage, combining its rock-and-roll ethos with experimental design to appeal to a broader, younger demographic (Vogue).
Courtesy of Diesel
Martens’ creative leadership has been a cornerstone of Diesel’s marketing transformation. His debut Spring/Summer 2022 collection was more than a runway success; it was a branding milestone that reintroduced Diesel as a category disruptor. Key pieces, including oversized silhouettes, industrial-inspired details, and elevated denim treatments, were marketed not only as fashion statements but as reflections of the craftsmanship and innovation Diesel aims to embody.
Courtesy of Diesel
His efforts reintroduced the iconic “D” monogram, modernized from Diesel’s archives, reinforcing the brand’s historical identity while keeping it relevant to today’s audience (Vogue). Items prominently featured bold Diesel graphics and playful slogans. As denim is Diesel’s core, Martens reimagined it through innovative techniques like acid washes, intricate patchwork, and extreme distressing, giving classic pieces a fresh, artistic edge. He also leaned into sustainability, exploring eco-friendly processes for denim production. By amplifying these elements in designs, Diesel positioned itself at the intersection of high design and accessibility, appealing to both trend-conscious consumers and those seeking a deeper connection with the brand’s heritage (Vogue).
Courtesy of Diesel
Brand Identity and Conscious Hedonism
As delineated by Enric Gili Fort from the IIT Institute of Design, the modern era of Diesel is categorized by the phrase “conscious hedonism” (Institute of Design). The concept of conscious hedonism defines Diesel’s brand philosophy in the modern era, encapsulating the balance between pleasure, individuality, and responsibility — this ethos reflects a shift in consumer values, blending the pursuit of joy with self-awareness and societal critique.
Diesel’s brand identity emphasizes the vitality of youth culture, with campaigns that subvert societal norms and embrace provocative storytelling. When I was researching Diesel's recent marketing work, I kept thinking “maximalist” and “sensationalist”, but in the best way possible.
Their ads often featured surreal and stimulating imagery, aiming to provoke a media-savvy audience. Bright saturated primary colors and bold movement shots frame the brand as a visual spectacle. Diesel’s storytelling approach was pivotal in differentiating it from competitors like Levi's and G-Star. Campaigns utilized irony, humor, and cultural critique, making their advertisements memorable and controversial. The brand focused on web-based campaigns to target a smart, individualistic audience.
Courtesy of Diesel
Diesel’s “Larger Than Life” Fall/Winter 2022 advertising campaign epitomizes the brand’s bold and rebellious ethos. Photographed by Johnny Dufort and creatively directed by Martens, the campaign depicts Diesel-clad giants towering over an urban skyline, blending surrealism with a metropolitan edge. The imagery positions Diesel as both audacious and playful, creating a dramatic juxtaposition between human scale and architectural dominance.
This spectacle doesn’t just promote products — it communicates Diesel’s ethos of freedom, individuality, and empowerment. Aligned with the concept of conscious hedonism, the campaign strikes a balance between indulgence and responsibility. Pieces like the “Big D” belt-skirt and trompe l’oeil denim prints demonstrate Diesel’s commitment to creativity and expression, while the use of upcycled materials and sustainably sourced fabrics reflects its growing dedication to eco-conscious innovation (V Magazine). This approach underscores the idea that indulgence in style and self-expression doesn’t need to come at the planet’s expense. Again, Diesel’s fashion-forward yet accessible style remains central to its brand identity. By marrying conscious innovation with a celebration of hedonistic style, Diesel’s “Larger-Than-Life” campaign reinforces its place as a leader in both fashion and cultural relevance.
Interactive Market Engagement: “Find the D”
Courtesy of Diesel
My favorite marketing campaign of Diesel’s is its Fall 2023 “Find the D” campaign, a creative homage to classic puzzle books like “Where's Waldo,” inviting audiences to engage in a playful search for the brand's iconic “D” logo within intricate and bustling scenes. The campaign was photographed by Johnny Dufort, with art direction by Christopher Simmonds, and was set in the main square of Breganze, Italy—home to Diesel's headquarters since 1978 (Hypebeast). The imagery features hundreds of Diesel staff members, including founder Renzo Rosso, alongside models, all adorned in the Fall 2023 collection. The scenes are rich with diverse characters and narratives, such as a boxing match, a magical carriage ride, and a queer rendition of the iconic sailor kiss, all exemplifying Diesel’s signature wit and free-spiritedness.
By turning a traditional advertising campaign into an interactive game, Diesel engages consumers beyond mere visuals, fostering a sense of participation and discovery. Not only that, the playful hunt for the “D” logo generates buzz across social and digital platforms, ensuring widespread visibility. From firsthand experience, I learned about this Diesel campaign game from mutuals on social media posting about this challenge. I shared it with my friends and we had a good laugh searching through the images — though we were ultimately unsuccessful. This approach solidifies Diesel’s reputation for creativity and reinforces its connection with younger, engagement-driven consumers.
Diesel: For Responsible Living
Diesel’s recent success isn’t just about bold designs and cutting-edge campaigns — it’s rooted in a forward-thinking commitment to corporate social responsibility (CSR) that resonates with today’s conscious consumers. The brand’s ambitious mission to achieve net-zero emissions — targeting 2030 for direct operations and 2050 for its entire supply chain — positions Diesel as a leader in sustainable fashion. Backed by partnerships with initiatives like Better Cotton™ and ZDHC, Diesel ensures its sourcing and manufacturing processes are as responsible as they are innovative (Diesel).
Courtesy of Diesel
Diesel’s sustainability efforts don’t stop at materials. A partnership with UNIDO and the EU-funded SwitchMed Programme led to an upcycling initiative in Tunisia, recycling 7,500 kg of textile scraps into 28,000 pairs of jeans with 20% recycled fibers (Vogue Business). These jeans blend environmental impact reduction with local economic empowerment, exemplifying Diesel’s ability to transform waste into value. As someone who’s purchased Diesel denim and tops crafted from recycled materials, I’ve experienced firsthand how the brand makes sustainability tangible for its customers.
The “For Responsible Living” strategy amplifies Diesel’s eco-conscious production ethos, focusing on renewable energy, water conservation, and waste reduction. By merging environmental stewardship with consumer empowerment, Diesel creates a brand narrative that’s both innovative and relatable — setting a benchmark for how fashion can be both aspirational and accessible in today’s market.
Lesson Learned in Branding
Diesel’s evolution under Glenn Martens reflects a thoughtful balance of creativity, heritage, and modern relevance. By introducing bold designs, playful campaigns like “Find the D,” and sustainable initiatives such as the “For Responsible Living” strategy, Diesel has redefined its identity for a contemporary audience. These efforts highlight the brand’s ability to stay true to its rebellious roots while adapting to changing consumer values. Diesel’s renewed focus on innovation, inclusivity, and storytelling ensures it remains a distinctive voice in the fashion industry.
Eva Zhong is a junior studying media, culture, and communication at NYU Steinhardt. She enjoys writing, from poetry to social commentary, and will go on existential tangents any chance she gets.
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