Diesel AW23
Freedom, pleasure, experimentation, play: Diesel stands for democracy, choice and sex positivity as a human right. At the heart of this season’s runway, models walk around a mountain of 200,000 Durex condom boxes. There will be an additional 300,000 Durex condoms that will be given away free this April at Diesel stores around the world.
“Sex positivity is something amazing. We like to play at Diesel, and we are serious about it. Have fun, respect each other, be safe. For Sucsexful Living!” Glenn Martens, creative director of Diesel.
The condoms send a powerful message about individual freedom to Diesel’s global community. “We have to remind everyone that safe sex is still important, we cannot forget,” says Martens. The installation previews a forthcoming capsule with Durex that drops in April 2023, the first time Durex has made a collection with a fashion brand. The capsule appears in the show, with a jersey T-shirt that swaps the D of Durex with the D of Diesel.
Around 2022, Alo realized its best customers' boyfriends were stealing their Airbrush leggings for the gym.