In just three collections, including a video presentation, Glenn Martens has succeeded in breathing new
life into the Italian house founded in 1978 by Italian entrepreneur Renzo Rosso alongside designer Adriano
Goldschmied (in 1985, Renzo Rosso became sole owner of the brand). The 2022 ANDAM award winner did not
hesitate to bring to Diesel the hybrid aspect he cultivates at Y/Project. This new cool, which he also
infused into his latest collection that was among the most anticipated of the Fall-Winter 2022-2023 Fashion
Week, is now endorsed by the likes of Dua Lipa, Bella Hadid and Julia Fox.
Glenn Martens talks to Vogue France
Today, Glenn Martens goes further and proposes his first perfume for the Italian house, soberly entitled
D by Diesel. Co-created by Gen Z, this juice is inclusive, genderless and environmentally friendly. For
the occasion, Glenn Martens agreed to answer some questions… View more At Diesel, the belt becomes a micro-skirt
Glenn Martens, for Diesel, unveils his very first physical show in Milan.
By Alexandre Marain https://blogfreely.net/datefoam4/death-of-robert-haillet-the-father-of-the-adidas-stan-smith How did you get interested in fashion?
Glenn Martens. “My parents were passionate about history. We were always visiting churches and castles, which made
me completely obsessed with historical figures as a child. That’s when I started drawing them. I always focused
on their clothes.
Your first memory of the Diesel brand?
The sex attitude. When I was younger, everyone wanted to wear the brand to be cool. With the new D by Diesel fragrance
and campaign, we’re keeping that spirit alive. AJ4114-001 UNISEX NIKE ZOOM PEGASUS 35 TURBO PREMIUM CUSHIONING TECHNOLOGY Oliver Hadlee Pearch
What values do you share with Diesel?
To have fun, not to get in over your head, to be respectful, especially of the environment… It’s a very direct
way of thinking.
Why did you accept the role of creative director?
Because Diesel has a huge impact all over the world… When you are the head of a luxury brand, you are addressing
a specific niche, whereas a global brand addresses a very large number of people. At Diesel, I can speak to the
largest number of people and help accelerate the process of raising awareness about inclusion, gender, diversity,
but also sustainability.
The smells that make you happy? The ones of cake, grass, burnt wood…
What does the D by Diesel fragrance evoke in you?
A very active, fresh, happy and positive energy, quite sexual and as genderless as possible, because that’s where
we really wanted to engage. Through this juice, I really wanted to reflect the society I believe in, and what I
would like the society to be in the future.
Are there any olfactory notes that you really wanted to be present?
The scent had to be fresh, synonymous with summer and celebration.
D by Diesel
From the refillable bottle made of recycled glass to the vegan juice, D by Diesel is a perfect example
of the importance of protecting the environment…
I’ve made a major shift to make the brand sustainable, both environmentally and socially… The ecological
part is very important. We already proved it on the fashion part with the denim, entirely in organic cotton
with certified treatments, so the perfume had to follow this direction.
Any advice on how to choose your perfume?
It depends on your personality. It’s a bit like a piece of clothing, in the end. It has to represent us
and make us feel powerful. Perfume is the icing on the cake.
D by Diesel
Who would you like to see wearing this perfume?
Usually, perfume brands use a muse that we want to identify with. We wanted to take the opposite approach and talk
about a community. With D by Diesel, you are buying a way of life, a way of thinking, which is not linked to a prominent
personality that you want to become or that you want to be as close as possible.
The smells that make you happy?
The smell of cake, grass, burnt wood… Lily of the valley, too, because my grandmother always wore it as perfume.
Whenever I smell it, I think of her, which makes me nostalgic.
Diesel fall-winter 2022-2023
- Diesel fall-winter 2022-2023
- The 5 pieces a woman should always have in her wardrobe?
- Denim pants
- A denim jacket
- A T-shirt
- Diesel stilettos
- Diesel’s signature bag
- Any advice for a young designer who wants to get into fashion?
It’s important to learn from other brands and touch everything… At the time, I was my own sales manager,
press agent… It is essential to understand the role of each one to survive”.
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