Since Y/Project creative director Glenn Martens took the creative helm at Diesel, his Y2K reimagining of the denim brand has captivated the industry and Gen Z audiences alike. Inspired by the sleazy hedonism of Saturday nights out, the pleasure-seeking campaign for the brand’s S/S 23 collection sees a horde of Diesel-clad partygoers on a wild adventure from club to limo to pool party. Dubbed ‘Diesel Pleasure Island’, the surreal setting of the collection’s campaign is described as an ‘adult amusement park where all desires, kinks and indulgences are welcome, while all judgmental attitudes are not’.
The campaign features Martens’ seasonal signatures, including the Oval D tube top, bodysuits galore, cargo trousers in peel-off camouflage, and no shortage of Diesel’s bold logo. And because no Y2K pool party would be complete without a pair of shades, the campaign spotlights the brand’s partnership with EssilorLuxottica for the Diesel Eyewear collection. From aviators to wraparounds finished with that instantly recognisable ‘D’, high new styles make their debut on Diesel Pleasure Island.
Inspired by the defiant individuality of the late 90s early 00s, the over-the-top surreal imagery plays on notions of uninhibited sexuality, curiosity and sleaze that defined popculture at the time. The x-rated imagery comes courtesy of art director Chris Simmonds and photographer Johnny Dufort who expertly reimagined Marten's knack for Y2K sleaze into a hyperreal fantasy.