Diesel

Sep 2025

Diesel leans into a provocative and rebellious narrative with The Lineup, the brand’s Fall 2025 ad campaign. Under the visionary direction of creative director Glenn Martens and art director Christopher Simmonds, the campaign subverts the conventions of luxury fashion by framing its cast within the stark, clinical aesthetic of a police booking room. The imagery utilizes a quintessential lineup backdrop, complete with height measurement charts and evidence bags, to showcase the collection's diverse, texture-heavy garments. From shaggy faux-fur sweaters and distressed denim to sleek metallic accessories and oversized puffer coats, the styling pushes a distinct grunge-meets-streetwear ethos. The execution relies on crisp, high-key studio strobe lighting to create a cinematic, editorial quality that contrasts sharply with the gritty mugshot-inspired concept. By positioning models as characters in a mock criminal investigation, the campaign invites viewers to look closer at the intricate details of the apparel, from logo-embellished leather belts to avant-garde eyewear. The resulting visuals are simultaneously polished and subversive, effectively leveraging live-action techniques to breathe life into a static studio environment. This project captures the essence of the Diesel brand—For Successful Living—by transforming a standardized, utilitarian setting into a high-fashion stage that celebrates individual expression through a bold, unified, and undeniably edgy creative vision.

Editorial, Commercial

Studio strobe

Luxury Fashion Houses, Fashion