Yesterday, some 5,000 people turned out for Diesel’s SS23 fashion show in Milan, which was held in an indoor stadium open to the public. Looking at the crowd, who picked up all the available tickets in less than 90 minutes when they were released, you’d think that Diesel had somehow pulled off the most ambitious brand-dressed program in the week’s history. fashion: Hundreds, if not thousands of attendees wore Diesel – some in pieces from creative director Glenn Martens’ much-loved early collections, others in vintage leather jackets and tiny logo tees.
The reality, of course, was much simpler: only a few people in attendance, like Julia Fox, Evan Mock, Skepta, Normani, Ashton Sanders and Lil Dre, had their hair done for the occasion. The rest of the crowd, which included around 1,600 fashion students, had come out and bought it themselves. “The idea is always to be the alternative to luxury and to be a democratic brand,” Martens said after the show, only his second since taking over as head of the rebel export of fine Italian denim. 2020. (He’s also creative director of Y/Project.) As Fox surveyed the scene backstage, where fresh-faced models and young fans hugged and cheered, she summed up Martens’ resounding success: ” I feel like Diesel really speaks to young people, to children,” Renard said. “We like to see it.” Martens is also following the march: according to his count, more than 4,300 of the participants were at their very first fashion show.