DIESEL’s autumn-winter 2025 denim campaign is dedicated to the brand’s close ties to denim, highlighting every stage of its existence.
The latest visual collaboration between creative director Glenn Martens and art director Christopher Simmonds tells the story of a single life lived in Diesel denim — from birth to adolescence to adulthood to death and the afterlife — with the signature humour, irony and irreverence that has come to define their partnership. Shot by photographer Eamonn Zeel Freel, the images capture the fixed point of view of an individual as they go through life’s journey clad in Diesel denim.
Diesel AW25 Denim Campaign
Diesel AW25 Denim Campaign
An infant wearing drawstring jeans peers out from his crib onto a diverse cast of intergenerational family and friends cooing at him in the Fluid Denim collection. A teenager lies on his dorm room bed, surrounded by adolescent hormones in action as friends of all genders, races and sexual orientations couple up in Denim Feeling, Relaxed Fits and denim 1DR Twin Shoulder Bags.
The all-denim party continues at the beach, where it’s all about summer denim, crisscrossed wrap jersey tops and the new high-waisted D-Sent jeans. Plus, D-Lake and D-Havana shoes.
Diesel AW25 Denim Campaign
Of course, there’s no such thing as a smooth ride. A motorcycle accident renders our protagonist as denim roadkill. His Oval D belt is intact, but his life is at stake as concerned onlookers and a sexy nurse tend to him with their Double D bags and D-Slante shoes.
Sadly, they couldn’t save him. But he looks on-point in the slim-fit D-Vyl jeans as mourners wearing Dirty Wash Fluid Denim gather around the casket at his wake. He must’ve done something right during his time on earth, because otherworldly beings bearing light wash denim and Double D await him in the sweet hereafter.
Diesel AW25 Denim Campaign
Diesel AW25 Denim Campaign
To personalise life’s precious moments, the ups and downs, there are accessories. New silver jewellery includes rings and necklaces with giant gems, Metamorph bracelets and layered necklaces. Watches range from the Closer to the D-Sruptor and the Streamline.
Optical and sunglasses feature oval and industrial frames with hole punch details. Diesel is designed for successful living and is defined by freedom, self-expression, sexiness, and inclusivity. Embrace it all, for there are no guarantees in life, except death and denim.
by Chidozie Obasi