February 23, 2023 |
Sex sells! Just ask brands right across the board, who since emerging from the pandemic have peeled out of their stuffy suits and lockdown sweats and stepped into scanty togs fit for the club, not the boardroom. Yet despite hemlines getting shorter, and silhouettes suddenly becoming more brazen, many labels have carefully tip-toed around the act of actually doing the deed. Then there’s Glenn Martens, who for his latest Diesel collection built a mountain of co-branded Durex condom boxes (200,000, to be exact). Going forward, the brand will be divvying out a further 300,000 free condoms in its stores globally, and will launch a capsule collection with Durex in April.
“Sex positivity is something amazing,” said the designer, “I remember when I was a young adult it was such a big deal to buy a condom, it should be something that’s easy and obvious. It’s so important that we keep talking about sex positivity, to remind people to have fun, respect each other and be safe.”
Soundtracked by head-splitting techno, interrupted by orgasmic groans and moans, Martens charged forward with an amped-up wardrobe designed “For Sucsexful Living!” Out came denim twinsets that appeared sweat-soaked thanks to an innovative devoré technique developed in house. Also impressive were a slew of jersey dresses and track pants which came entirely distressed, except for the Diesel logo that kept the pieces intact.
Elsewhere, motocross jackets and faux furs, part of Diesel’s artisanal branch, appeared sticky almost as they came painted, covered in plastic, before being blowtorched. Puffers, long sleeve tees and tiny miniskirts stamped with big, grinning smiles looked like the sort of murals you see air-brushed on funfair rides. All good times should be wrapped up in Diesel.
Photography by Christina Fragkou.
