Diesel, the brand belonging to the OTB group and headed by Glenn Martens will return to show in Milan on Sept. 21, presenting the show for the SS23 collection with a novelty:anyone will have the opportunity to experience the show live on a first-come, first-served basis by logging on to the brand’s website starting Sept. 1. «Diesel’s identity is very clear and it’s not too serious, and that’s why I think people are obsessed with the brand again», Glenn told WWD, a decision that could restore a season of energy for the Italian brand. «With this opening, we want to bring the energy that only people who love the brand or are curious to see what’s going to happen can add to a fashion show», Glenn Martens concluded.
The news will not only have a major media impact on Diesel’s reputation, but it carries within it the germ of a positive message for the fashion world: Diesel could rekindle a form of engagement that is truly inclusive and open to a diverse audience, breaking away from the stereotypes that have long imprisoned the fashion world within a gilded cage made of elitism and competition. Back in 2015, in the delicate period of transition from print to digital, Givenchy opened its runway show to the public during New York Fashion Week with more than 800 tickets to be grabbed in the shortest possible time. Alongside editors, stylists, VICs, and content creators from a wide variety of backgrounds may therefore be fashion enthusiasts who have, for some unsuspected time, been cultivating a form of healthy interest in the heritage of a brand to which they feel particularly attached. While the discourse could lead to internal imbalances among the hierarchies at the base of fashion, it would also be a new form of engagement that luxury brands -successfully getting to the heart of the masses has become one of the key goals for brands – might consider as a hypothetical path to strengthening their community.