Glenn Martens talks about universal love in his Diesel debut campaign

Diesel’s new creative director Glenn Martens makes his debut for the italian brand with the campaign “When Together”. Love as a universal language connects eight real-life couples who meet after a period of isolation.

Y/Project‘s experimental designer now interprets the codes of the cult denim brand with a campaign inspired by the photographic-documentary style of the iconic Nan Goldin. In this love story, couples embrace and kiss after a mixture of self-imposed and circumstantial separation. The lovers experience the effects of long-term romantic and physical deprivation in the pandemic setting.

Through a voyeuristic vision of the real love episode, we can glimpse the next pieces of the collection. They move between denim, leather patches, and 90’s style white tank tops. Glenn Martens thus updates the house’s heritage with a new proposal that speaks of the future, inclusion, and diversity.

 

“For me, Diesel has always stood out as a radical actor with her outspokenness and sense of fun. Her unique voice has made her an undisputed icon of culture. I want to celebrate Diesel’s founding values and reboot by building bridges through a message of hope, optimism, and inclusion. We really are working for a better future,” Martens (@glennmartens) says of the brand he now leads.

The “When Together” campaign will be followed up with several archival capsules uploaded on the couples’ personal social media accounts.