What does successful living mean for Diesel? For a start, make that Scsexful Living. The Milan-based brand's latest collaboration with Durex®, the world's best selling condom label, is all about embracing sex and the freedom of individual expression.
When guests arrived at the recent Diesel A/W 23 by Glenn Martens show in Milan, they were confronted by a mountain of condoms - 200,000 to be precise. Always apt at giving consumers a wink and a nod, from their surrealist campaigns through to humorous set designs previously featuring giant blow up dolls, Diesel put sex front and centre this season. With condoms forming the background to Martens' Y2K short-short hemlines, throwback silhouettes like low-waist jeans and camisole tops, plus Diesel's bread and butter denim, the show sent out a clear message that the brand's target audience - the youth of today - aligns itself with sex positivity.
Continuing their collaboration with a capsule collection, Diesel x Durex will hit stores on 28 April. Featuring a t-shirt, a grey mélange hoodie, baseball cap and five pocket straight leg jeans, the collection blends both the Diesel and Durex logos together with the fresh take on Diesel's tagline; 'For Sucsexful Living'.
The capsule ranges from €75 to €225 and will be available at select Diesel stores and on Diesel.com.