Diesel’s presents an intriguing and immersive exploration of human interaction

Diesel’s SS25 campaign presents an intriguing and immersive exploration of human interaction. What unfolds when a group of strangers live together, aware that their every move is being closely observed?

Come in. Make yourself at home and get to know your fellow houseguests. Living in such close quarters, you’ll make friends, enemies or take a lover. Enjoy, experiment, and express yourself. There is but one house rule: we get to watch.

The Diesel SS25 campaign, The Houseguests, is the latest visual collaboration between creative director Glenn Martens and art director Christopher Simmonds, who continue to antagonize and amuse with ironic visual narratives stocked with eccentrics. The Houseguests is inspired by an archival Diesel campaign from SS94 depicting a multigenerational cast of disparate characters in a living room, shot from a bird’s eye view. Photographed by Frank Le Bon, the SS25 campaign emboldens the concept, capturing a range of absurdist scenarios.

The diverse Diesel-clad housemates, spanning ages, races, genders, and body types, host a surrealist dinner party where the dress code is Summer Casts 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 Sporty Racer leather looks. Everyone else stands by unphased in moto jackets with racing stripes and denim with race car details. In the kitchen-turned-beauty-parlor, the houseguests await leg waxing treatments in jacquard and fringed denim from the SS25 runway. The communal bathroom becomes a backdrop for draped and tied Bandana looks. Otherworldly creatures, including a bird, flock to the slime green bedroom to lounge in trompe l’oeil lingerie looks.

Under the all-seeing eye, no detail goes unnoticed. Accessories include new curvy Double D bags, Metamorph stainless steel chain jewelry, the Closer bracelet watch and Trini-D-Y sunglasses and optical frames accented with industrial hole-punch details.

The Houseguests embodies Diesel’s spirit of individuality, freedom and personal expression through irony and wit. All the world’s a stage, and someone is always watching.

 ABOUT DIESEL

Diesel is an innovative international lifestyle company, founded by Renzo Rosso in 1978. Rooted in denim mastery and evolved into being a leader in premium fashion, Diesel is now a true alternative to the established luxury market. Since 2020, Diesel’s collections are overseen by creative director Glenn Martens, including apparel, accessories and a wide range of lifestyle collaborations: from fragrances, watches and jewelry to interior design and real estate projects with Diesel Living. 

 Discovering, supporting, and fostering creativity is part of Diesel DNA and of its parenting company OTB, the international fashion and luxury group powering a variety of global iconic brands and companies. 

Diesel Store Address

Hong Kong

Shop 1053B, Podium Level 1, ifc, Central Tel: +852 2804 2100

Shop 527-529, Times Square, Causeway Tel: +852 3101 2880                

Shop 2506, Harbour City, Tsim Sha Tsui             Tel: +852 2117 0418

Shop 1076, Earth Zone, Elements, Tsim Sha Tsui Tel: +852 2196 8445 

Shop 119A, K11 MUSEA, Tsim Sha Tsui Tel: +852 9689 2169

Macau

Shop 2028, Level 2, Shoppes at Londoner Tel: +853 2882 3301

Shop 945, Level 3, Shoppes at Venetian Tel: +853 2882 1126

Singapore

#02-47A, Paragon

#B1-26/27/27A, ION Orchard