Diesel Gets Wet and Wild for SS24

Glenn Martens wants everyone to live life to the fullest and he's leading by example as the Diesel creative director threw a free rave for the brand's Spring/Summer 2024 collection. Diesel held a free 8-hour party with down pouring rain, making fashion more accessible, while injecting a huge dose of joy and playfulness. "The collection is the spirit of Diesel, democratic and experimental in every piece," Martens expresses in an exclusive press release.

What: For its SS24 collection, Diesel tossed the traditional runway show out the window and returned fashion to the people. The brand hosted an all-night rager with 7000 guests in total, releasing 6000 tickets to the public with 1500 of them prioritizing students. The entire event featured heavy rain, creating a truly visceral experience. The fun didn't stop there as after the rave/runway show concluded, the catwalk transformed into a theatre, treating attendees to a free film festival.

Who: Latto and Winnie Harlow sat front row.

Saw: Distress and decay is the overarching theme of the collection, offering sheer mini tank dresses, stitched with artfully burnt jersey. The pyrotechnic fixation doesn't stop there as floor-sweeping gowns join the party, somehow making burn holes elegant. Diesel plays with its signature denim, printing an array of patterns on the inside for a subversive twist. Denim bra tops and skirts are decorated with a lavish assortment of crystals, flaunting soft florals on the interior. The collection also imagines what a Diesel movie star might wear on the red carpet and naturally, the wardrobe adopts a "more is more" attitude. Movie posters are given a new life as they are scrunched up to resemble fur on bespoke jackets. Elsewhere, models were body paint, mimicking the ashes of a crash, while metallic paint mirrors alien-esque skin, pointing to an apocalyptic yet glamorous future. The collection is not without sex appeal as uber-saturated sheer dresses proudly reveal contrasting underwear, alongside tight-fitting gold lurex slips, nodding to the naked dress trend.

Touch: Denim, lurex, jersey and crystals were just among the many textiles in Diesel's toolbox.

Hear: Milano club music set the vibe for the night, creating the atmosphere of dance floor.

Taste: Diesel's SS24 collection is a plea to not taking yourself too seriously and let loose. Martens' inspired choice to make his show free and accessible to thousands of people democratizes fashion, an often elitist industry. The presentation of deliberately distressed and artfully tattered clothing in torrential rain underscores the fleeting nature of life, encouraging us to live in the present moment.

Click here to view full gallery at Hypebae