A plethora of 2000-era brands have seen a surge in popularity in recent years: the return of tracksuits from Juicy Couture in 2020 and the way Von Dutch jeans and trucker hats have had a time with celebrities in 2021. a major revival is Diesel. The brand, known for its on-trend denim pieces, has quickly returned to the industry discourse this year tapping into the pop culture zeitgeist while earning street style credits from Gen Z influencers. and Hollywood’s biggest stars. You might recall Julia Fox’s epic second date with Ye, where she used the paparazzi moment to show off her outfit. All the clothes featured in these photographs were from Diesel’s Spring/Summer 2022 line. Chance? Probably not.
According to Lyst – a fashion tech company and premium shopping app – and its Indexing report, the study found that among the 20 hottest brands for the second quarter of 2022, Diesel ranked 9th. This conclusion was drawn from research compiled from product search and social media engagement data around the brand. Just take a look at your Instagram feed, where you’ll notice that Diesel’s handbags, leather jackets and jeans have made their way into the wardrobes of trend-setters like Dua Lipa, Kylie Jenner, Miley Cyrus, Whitney Peak and Rosalia.
There’s one Diesel item, in particular, that seems to appeal to everyone: the 1DR shoulder bag. Glenn Martens, artistic director of Diesel attributes the accessory’s popularity to the way it encapsulates the brand’s core DNA.
“When you see the 1DR bag, you really understand Diesel – simple, sexy, confident, irreverent, easy and fun, but also sexless and versatile,” Martens told TZR. “And that’s not too bad, which is why I think people are obsessed with the brand again.”
The futuristic, form-fitting handbag represents a change that has taken place at Diesel in recent years. Since Martens took over the reins of the label in October 2020, he’s injected a healthy dose of his edgy design codes into Diesel. (Think experimental, sometimes quirky, but always undeniably chic versions of classics like knits and denim.) According to vintage and resale experts, the renewed interest in Diesel pieces was likely the result of the prowess of Martens to reinvigorate the heritage label, which was founded in 1978 in Italy, for the modern era.
“Credit should be given where it’s due – and in this case it should be to Glenn Martens and the team for doing a fantastic job of restoring the Diesel legacy to cult status,” Dylan Schulman, creative producer at Thrilling, tells TZR. “Playing on the nostalgia craze, particularly that of the early years, Diesel has tapped into a sweet spot of today’s desire for something that feels both old and new.”
Y2K vibes aside, the brand’s sustainability efforts are also contributing to its success with a new generation of fashion consumers. “Diesel’s recent incorporation of recycled designs, as well as initiatives such as its used denim buyback programonly reinforce its relevance, [considering] the collective desire for more conscious consumption,” says Schulman.
Before you grab your wallet for the 1DR shoulder bag or a cool moto jacket from Diesel, check out how your favorite celebrities styled their pieces below. Once you get familiar with their outfits, shop some of the brand’s coveted items as well. You’ll also want to keep an eye out for Martens’ next move as Diesel continues to rise through the ranks as a competitive fashion player.
Rihanna gave Diesel her endorsement during Paris Fashion Week. She arrived at Off-White’s Fall/Winter 2022 show wearing a luxurious shearling coat by the brand, which had made its runway debut five days earlier. Underneath, she wore an Off-White leather mini dress and finished the look with an ostrich Dior Saddle bag and layered chain necklaces.
Of all the celebrities, Lipa has demonstrated the strongest fondness for Diesel. Judging by the singer’s street style and Instagram snaps, her closet is full of clothes, shoes and accessories from the nostalgic Italian label. One of her standout Diesel looks was an all-denim outfit, which consisted of a strapless top and puffy denim boots with a red diamond graphic pattern debossed all over the fabric. To complete the look, the singer carried a matching denim shoulder bag, also from Diesel, and added a frayed belt on which the brand’s name was spelled out in rhinestones.
While on vacation with her friends, Jenner wore a metallic blue two-piece set from the brand’s Fall/Winter 2022 collection. (The A-lister dedicated a the whole image carousel to the head-to-toe futuristic Diesel ensemble.) Her outfit included a long-sleeved ribbed top with a stand-up collar and a cut-out Diesel emblem on the chest, as well as a skin-tight miniskirt that had the same logo embroidered on the front , left side. To complement the heavy logo trifecta, Jenner accessorized the brand’s 1DR bag in a metallic blue hue.
Megan you stallion
Stallion’s runway-fresh Diesel outfit looked a lot like Jenner’s. She wore a bodycon mini dress made from the same ribbed material as Jenner’s look, but in a metallic pink colourway, and the dress featured the same oval D logo on the chest. The rapper styled her ensemble with a metallic pink 1DR shoulder bag.
All the evidence so far suggests that Fox was the first celebrity to sport Diesel’s 1DR bag before it took the fashion world by storm. The Uncut Gems the actor attended the brand’s Fall/Winter 2022 show in Milan, wearing a shiny canary-yellow trucker jacket and matching pant-boot hybrid bottom. Underneath the outerwear, she wore a black bandeau top for a bare moment and finished the look with the aforementioned handbag, which matched her outfit perfectly.
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