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Diesel unveiled “The Houseguests,” a Spring/Summer 2025 campaign that embodies the brand’s spirit of individuality, freedom and personal expression through irony and wit.
The campaign brings to life a diverse group of Diesel-clad housemates. The concept pays homage to an archival Diesel campaign from 1994 depicting a multigenerational cast of disparate characters in a living room, shot from a bird’s eye view.
Images show housemates at a surrealist dinner party where the dress code is faded denim. When one member of the house drives a car through the living room, two others pose on the hood in bright red and yellow leather looks. Others stand by unphased in moto jackets with racing stripes and denim with race car details. In the kitchen-turned-beauty-parlor, the houseguests await waxing treatments in jacquard and fringed denim from the Spring/Summer 2025 runway. The communal bathroom becomes a backdrop for draped and tied bandana looks.
The campaign is the latest visual collaboration between Diesel creative director Glenn Martens and art director Christopher Simmond. It was photographed by Frank Le Bon.
Diesel shows another side in the recently released final episode of its mini docuseries called “Diesel: Behind the Denim.”
In the episode called “Waste to Treasure,” host Lea Ogunlami visits the Spanish textile mill Tejidos Royo, where fabric waste is shredded and broken down, re-spun and blended with conventional recycled cotton to create a new yarn for Diesel’s Rehab Denim collection.
Each Diesel Rehab Denim garment is made with 100 percent recycled cotton and recycled elastane from pre-consumer waste blended with Tencel lyocell with Refibra technology. The fabrics are dyed with Tejidiios Royo’s Dry Indigo Technology, which dye is blown onto the fabric with zero water consumption.
