What does a global denim brand need to do to stay relevant? Evolve. It’s as simple as that. That was the challenge for Diesel, a global mega-brand in the realm of denim but yet struggling to maintain a position of dominance. In answer to this, Diesel appointed Glenn Martens as Creative Director to regain its leading role with all things denim.
Part of Diesel’s evolution with Marten is to create clothing that still pushes boundaries yet doesn’t stretch into conceptual denim fashion. With Martens’ new spring/summer 2022 collection, we see up to 80 different looks across a wide spectrum. Martens is quick to focus on sustainable production techniques and his ‘Denim Library’ is full of examples of this – garments such as t-shirts, shirts, trousers and more that are all destined to feature again as part of new refreshed or recalibrated looks. However, the ultimate goal here is that more than 50 percent of the denim collection will have a permanent shelf-life in some guise or another.
The new collection plays on Martens’ penchant for re-working garments, using a variety of different wash styles and deconstructed design work. Examples within the collection to highlight this such as jeans that connect to a high heel or square-toed boots. On the deconstructed garment front, some items feature a quilted effect in black, grey, blue or dusty pink with jeweled detailing to crisscrossing seams. Elsewhere in the collection, which also covers womenswear, although those spotlighted within this feature are the menswear looks or all-gender in approach, are multi-coloured camouflaged pieces, vibrant prints and a general focus on the relaxed fit.