Diesel's SS23 Campaign Invites You to "Pleasure Island"
One rule: “All desires, kinks and indulgences are welcome, whilst all judgmental attitudes are not.”
For Spring/Summer 2023, Diesel wants you to book a stay on Pleasure Island, the Italian denim brand’s fanciful amusement park of “highly styled adult entertainment” — and the set for this season’s campaign. At the phantasmic playscape, the brand’s rules are clear: “All desires, kinks and indulgences are welcome, whilst all judgmental attitudes are not.”
Under the creative jurisdiction of Glenn Martens — along with art director Chris Simmonds and photographer Johnny Dufort — the sartorial imagery spotlights collection highlights inside the limitless funhouse. There, models wear Diesel-clad bodysuits in a bright-blue pool, viral belt skirts in a mirrored dance room and quintessential denim while somersaulting on daybeds. From Oval D tops and Super Logo menswear to faded denim corsets and oversized cargo pants, the campaign’s free-spirited styles embrace the provocative nature of Pleasure Island, where “everyone is invited to be themselves.”
Here’s how Diesel sells it: “Join the pool party. Strut away in the club. There’s a wave pool, a lavish pink limo and a psychedelic roller coaster. Even the stairways and toilets are opportunities for unexpected, potentially X-rated encounters.”
It’s a vivid depiction of Martens’ “happy, optimistic and sexy” design codes that now comfortably permeate the brand. In conversation with Hypebeast last week, the creative director articulated the importance of his double-take-worthy campaigns.
“Diesel has always been radical,” he said, referencing the label’s thought-provoking imagery from the ’90s and early 2000s. “A clever creative director will pinpoint the things that made a brand big in its heyday. Those controversial campaigns were so big for Diesel, and they were definitely a fundamental aspect of how I wanted to continue the brand. The louder, the better.”
Peruse Diesel’s Spring/Summer 2023 campaign, “Pleasure Island,” above.
In more fashion news, take a look at the Supreme x The North Face Spring 2023 collaboration.
