The Rise of Diesel
Diesel has recently reached its second peak, following their success during the 00s where low rise skinny denim was the hype. Diesel faded into the background when the trend moved toward boyfriend and distressed jeans in the 2010s.
The resurgence of Y2K has helped the brand re-establish itself in the market, combined with the appointment of Glenn Martens as creative director, the brand was essentially reborn into its best era yet. It feels like revenge almost, reminding the people of the fashion world what their brand is capable of.
If you find Glenn Martens familiar, he is at the helm of increasingly popular brand Y/Project, the brand that is exceptionally genius at deconstruction and carving out its niche within the Avant-Garde market. It’s been two years since he took over the reins and you can only see the steady increment of brand presence that he has afforded the brand with his new vision. It is not uncommon for designers to be at the helm of more than one brand, but the ability that Glenn has to excel in both labels has certainly got him many second looks from industry insiders.
Upon his appointment, Glenn has made it a point to include sustainability in his strategy and has released successful collections where the environmental impacts were thought of when in its conception stages, like restricting colour options to avoid harmful chemicals and reducing water wastage. He also informs customers of why the piece is sustainable which is key in the road to sustainability. His vision has also elevated a household denim brand beyond the lower echelons of denim into artful display of fashion through the manipulation of texture and tailoring.
The new Diesel is very much a brainchild of his creative vision and the denim house’s brand DNA. From his Trompe L’oeil denim ensembles and belted t-shirts to his latest belt mini skirts. There has been nothing short of iconic pieces from his designs for diesel. He has certainly brought his love for deconstruction to the brand with an extensive use of distressed denim throughout his looks. It makes me wonder if his rejuvenation of the brand could be the catalyst behind the popularity of denim on the runway in the last 2 years. Glenn Martens also designed John Paul Gaulthier’s Spring Haute Couture show, which was impressive to say the least. Keeping with JPG’s signature house codes and adding his own take resulted in masterpieces walking down the runway.
While we look at some of Diesel’s recent fashion moments, let’s also take a look at how their denim influenced the 00s. The highly coveted denim of that era was on practically every teens’ wishlist. Its full circle moment certainly arrived when their latest 1DR bags started flying off the shelves and were seen repeatedly online.
This phenomenon has certainly shined a light on the household brand that lost its lustre for 10 years only to shine again and we cannot wait to see what else unfolds in their future.
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