THE Diesel SS25 campaign, titled The Houseguests, is the latest visual collaboration between creative director Glenn Martens and art director Christopher Simmonds, who continue to antagonise and amuse with ironic visual narratives stocked with eccentrics.
Diesel SS25 Campaign
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 Lebon, 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 unfazed in moto jackets with racing stripes and denim with race car details.
Diesel SS25 Campaign
Diesel SS25 Campaign
In the kitchen-turned-beauty-parlour, 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 jewellery, the Closer bracelet watch and Trini-D-Y sunglasses and optical frames accented with industrial hole-punch details.
Diesel SS25 Campaign
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.
by Chidozie Obasi