The Italian brand Diesel has taken promotional activity to next level as they astounded the guests arriving at the Milan Fashion Week 2023 with a heap of 200,000 condoms as the backdrop on Wednesday.
Diesel threw a giant mountain of Durex boxes, supporting sex positivity as well as hinting at the upcoming collaboration with a contraceptive brand that is scheduled to release in April. The first day of Milan Fashion Week saw its Fall-Winter 2023 collections pushing boundaries with their theme of intimacy, experimentation, freedom, pleasure, and sexiness.
In a bid to promote safe sex, models took a round around the condom mountain set that became the highlight of the day.
While the girls were stunned In ultra-low-rise jeans, sheer mesh lace panels, denim garments, and ripped silk dresses, men rocked oversized hoodies, trousers, and grey striped jackets. Plus, the show was accompanied by the sound of explicit moans as well.
In conjunction with the campaign, Diesel plans to distribute 300,000 condom packets throughout its stores globally.
The condom structure also left the street talking as the world-famous label altered Diesel’s ‘D’ with Durex’s ‘D’ on one Jersey T-shirt, hinting at what was loading in the background.
Additionally. Krzysztof J Lukasik has been the talk of the street for designing the masterpiece at the Milan Fashion Week 2023.
Also, Glen Marten, the Belgian designer is credited for steering Diesel as this year, they have attempted to bring out more practical uses of denim. This collection alone deserves a salute as the key to making it was upcycling.
It features leftover nylon coated and heated with a particular kind of plastic and painted with deadstick faux fur, leaving the material look almost like liquid.
Marten said in a statement that although they play with various themes, he asserted that they were still serious with it and further added that the whole idea behind the condom deposit was more inclined towards “human rights.” According to him, the collection was “concentrated, condensed, strong, fun, playful and more grown up.”
Martens said that the four pillars of Diesel, including pop, denim, utility, and artisanal will go through individual experimentation.
Since becoming the creative director of Diesel in 2020, Marten has uplifted the brand in the best way possible. Earlier in 2022, at the post-pandemic runway, Diesel showcased five cheeky poses which the label described as “exuberant, confident, and proud.”
Each of them was attached to a model and they ranged up to 55 feet wide. But the interesting part was the invitation contained an edible thong made of white and red candy, the two colors of the trending Durex packet.
Then in September 2022, Diesel put together an enormous blow-up structure that took the international brand to the Guinness World Record for creating the world’s largest inflatable.
Further, they invited the public to attend its Spring-Summer 2023 presentation, which was against the norms of Fashion Week. At least 5,000 people attended the event.
However, 2023 Milan Fashion Week has reinvented the actual intensity of fashion, in its entirety. Throughout the week, models from different parts of the world returned to their runways.
The fashion behemoths including Kate Moss, Naomi Campbell, Mariacarla Boscono, and Carla Bruni are a few of them, joined by the famous model sisters, Gigi Hadid and Bella Hadid.
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Apparently, Gigi was taking a break as she was less seen when compared to the shows covered by Bella. So Milan Fashion Week is equally important for some models as they are trying to bring their careers back on track.
Among the other models, familiar faces including Lotta Volkova, Paloma Elessesser, Italian Vittoria Ceretti, and Adut Akech were also seen.
Last year, the Milan Fashion Week started Sept. 20 with designers from Versace to Fendi showcasing their unique collections and sharing a glimpse of their next year’s trends.
The event was glorious with the presence of Cate Blanchett, Brazilian model Valentino Sampaio, Roberta Armani, Lily Allen, Emily Carey, Jourdan Dunn, Chiara Ferragni, Leonetta Luciano, Kim Kardashian, Giorgio Armani, Brazilian fashion mogul Alessandra Ambrosio, and others.
Meanwhile, Benetton notched enough traction at the event as they had a bunch of variety costumes to display.
