Welcome to the strangest show in the universe: human life. A one-way ticket with no refunds. If you’re lucky, your journey will go something like this: you’re born. You’re small, squishy, and for some reason you’re already wearing drawstring denim. Everyone loves you. You’re the centre of the universe. But don’t get excited: the hype dies down fast.
You grow up. School, friends, first times. The game gets interesting. Then college: excess, desire, uncontrolled emotions. Sex, love, heartbreak. Your body explores, your style explodes. Diesel accompanies you on every emotional curve. So begins ‘This is Your Life in D’, the FW25 campaign that redefines the life cycle through a single protagonist and a single material: denim.
Glenn Martens, always with one foot in reality and the other in delirium, once again collaborates with art director Christopher Simmonds to tell us a story as absurd as it is true: a life narrated entirely in Diesel denim. All under the hypertextured lens of Eammon Zeel Freel.
Act 1: The birth. A baby emerges on the scene with more style than most adults. In his cot, surrounded by a diverse, multi-generational family, he is already part of the Diesel clan. He wears the Fluid Denim line as if it were an extension of his skin. The camera doesn’t focus on him, it loves him.
Act 2: Adolescence. Hormones like fireworks, sexual exploration without labels, friendship without binaries. The bedroom becomes a zone of play and discovery, saturated with Relaxed Fits, 1DR Twin Shoulder Bags and vibes of freedom. Bodies move between kisses, sweat and denim.
Act 3: The climax. Life is not a straight line, and Diesel knows it. A motorbike accident changes everything. The protagonist lies on the tarmac. His D-belt still shines, but the scene is dramatic. Hot nurse, denim witnesses, Double D bags and an emotional parade where the style doesn’t die, but the body does.
Act 4: Death. The wake is a fashionista celebration. No boring mourning. The mourners wear flowing Dirty Wash denim. The coffin, impeccable. The deceased, dressed in tight D-Vyls as if eternity were another after party. Because yes, even death has a dress code.
Act 5: The afterlife. Did you think it ended there? Nope. In heaven – or whatever that place full of light and surreal beings is – a new crew awaits you, all in light washed denim and reimagined Diesel iconic pieces. The journey doesn’t end, it just mutates.
Every scene is stylised to the extreme. Everything is thought out: accessories like memory capsules. Oversized silver jewellery, Metamorph bracelets, layered necklaces, watches with names that sound like digital glitch: Closer, D-Sruptor, Streamline. Sunglasses and optics with oval frames and industrial perforations like something out of a post-cyberpunk rave.
The final message? Simple and devastating: there are no guarantees in life. Everything can disappear in a second, except for two things: death… and Diesel denim.
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