200 thousand condoms open the fashion show in Milan
Guests of Diesel's Milan Fashion Week were surprised by a mountain of condoms. The Italian brand unveiled its Fall-Winter 2023 collection against a backdrop of over 200,000 Durex boxes. The goal was to emphasize the positivity of sex, but also to announce the future cooperation with the contraceptive company.
"We at Diesel love to play and we're serious about this," creative director Glenn Martens said in a statement. "Have fun, respect each other, be safe," he added.
Indeed, the entire collection presented themes of freedom, pleasure and experimentation, with models of short-waisted jeans, sheer lace, net and silk dresses.
The show's accompanying soundtrack was accompanied by sighs of delight, making it clear that it was all bolder than it seemed.
Since becoming creative director in October 2020, the Belgian designer has steered Diesel – long known for its provocative marketing – towards more experimental uses of denim.
In keeping with the theme, invitations to the event guests were sent in the form of Durex packages.