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Diesel’s Milan Fashion Week show opened against the backdrop of 200,000 condoms
Published on February 23, 2023
Written by Mariana Serini, CNNMilan, Italy
Guests arriving at Diesel’s Milan Fashion Week show on Wednesday were surprised by the collection – a giant mountain of condoms. The Italian brand unveiled its Fall-Winter 2023 collection against the backdrop of more than 200,000 Durex boxes in a nod to gender positivity and its recent collaboration with the birth control company.
Creative director Glenn Martens said in a statement: “We love to play with Diesel, and we take this very seriously.” “Have fun, be respectful, be safe.”
Indeed, the entire collection explored themes of freedom, joy and experimentation, with models walking around an avalanche of condoms in low-rise jeans, denim dresses with sheer lace panels and ripped silk dresses attached with delicate chains. The accompanying techno soundtrack was overwhelmed by a clear wailing sound, reinforcing the message that Martens is about pushing boundaries.
A model in a silk dress with flowing chains on the runway. Credit: Victor Virgil/Gamma-Rapho/Getty Images
In the year After becoming creative director in October 2020, Belgian designer Naftan – long known for inspirational marketing and the aesthetic of luxe jeans – has steered towards a more experimental use of denim. He has also been playing with Upcycle. This collection alone features leftover nylon covered in another type of plastic and warm, dead faux fur that is fluid and upcycled and turned into structural pieces.
A look from Diesel’s Autumn-Winter 2023 collection. Credit: Victor Virgil/Gamma-Rapho/Getty Images
And of course, it made Diesel’s design the talk of fashion week.
In the year Each one is sculpted by a real person and ranges from 25 feet to 55 feet wide. Event invitations include edible thongs made from red and white candy.
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Then, for its spring-summer 2023 event last September 2023, Diesel built a giant inflatable that earned the Guinness World Record for the world’s largest inflatable sculpture. (The label broke fashion week’s special rules to accommodate 5,000 people and invited the public to the event.)
Models walk past a ‘mountain’ of bright red condom boxes. Credit: Victor Virgil/Gamma-Rapho/Getty Images
Condom “Mountain” Diesel made for another viral moment under Martens’ leadership — a move that promoted both the label’s new collection and safe sex. In keeping with the theme, invitations were sent in the form of Durex packets, and a post-airport press release announced that Diesel will distribute an additional 300,000 condoms in its stores worldwide in April. A T-shirt seen on Wednesday’s runway also hinted at what’s to come, with the familiar Diesel “D” logo replaced by a Durex “D”.
Top Image Caption: The Diesel Presentation Collection.
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