Diesel Fragrances has launched ONLY DESIRE, the house’s first feminine fragrance created under the creative direction of Glenn Martens, with Dove Cameron as its global ambassador.
To mark the launch, a giant immersive installation titled CONFESS YOUR DESIRE is taking over Piazza San Babila in the heart of Milan, kicking off on July 6 and opening to the public on July 7 and 8.
Courtesy of Diesel
Summary
- Diesel has launched ONLY DESIRE, its first feminine fragrance under Glenn Martens’ creative direction, with Dove Cameron as global ambassador
- A three-day immersive installation, CONFESS YOUR DESIRE, takes over Milan’s Piazza San Babila (kicking off July 6, open to the public July 7-8)
- The experience unfolds in three spaces — the Throne of Desire, the Confessional Room and the Olfactory Discovery — designed as a shareable “content space”
- The scent is a Metallic Vanilla built on Madagascan Bourbon vanilla and platinum aldehydes, composed by master perfumers Nelly Hachem-Ruiz and Paul Guerlain
- ONLY DESIRE is now available at Diesel boutiques, select retailers and the official online store
CONFESS YOUR DESIRE Takes Over Central Milan
The installation distills the theme of desire into three immersive spaces, inviting visitors to become part of the brand story themselves.
It unfolds across the Throne of Desire, where guests can sit on the very throne featured in the campaign visuals; the Confessional Room, a space for putting their inner desires into words; and the Olfactory Discovery, where they can experience Metallic Vanilla, the signature of the new fragrance.
From leaving messages on the mirrored walls to posing for photos on the throne, the entire venue is designed around a share-ready experience that crosses the physical and the digital. Spreading the brand’s world through social media, it is an approach true to Diesel’s emphasis on co-creation with its community.
“My Desire, My Power”: A Manifesto That Turns Desire Into Strength
ONLY DESIRE is a fragrance that redefines desire as a positive energy — one that fuels self-realization and creativity. The campaign’s “My Desire, My Power” expresses the message of embracing desire on one’s own terms, not to meet the expectations of others, and turning it into power.
“With this new chapter, we wanted to capture the DNA of Diesel: a statement of confidence, freedom, and self-expression,” said Glenn Martens, Creative Director of Diesel. “From the fragrance to the bottle design, every detail plays with sensuality and attitude. The scent feels soft but leaves a bold presence. The same duality is reflected in Dove Cameron, the face of the campaign, who naturally brings together intensity and softness.”
“We are thrilled to launch the first feminine fragrance designed under Glenn Martens and his team. With ONLY DESIRE, we celebrate a new generation of women who embrace their instinct, define their own identity and turn desire into power. ‘My Desire, My Power’ captures this spirit – a declaration of confidence, freedom, and self-expression,” said Sandrine Groslier, Global President of Luxe Fragrance Brands, L’Oréal.
An Orchid-Shaped Bottle and a Signature Metallic Vanilla
The bottle takes its sculptural form from the orchid, a symbol of femininity and vitality. At the heart of the flower, a galvanized steel Oval D piercing makes a bold statement, elevating the fragrance bottle into an object with the presence of a piece of jewelry.
The scent was composed by master perfumers Nelly Hachem-Ruiz and Paul Guerlain. Layering the metallic clarity of platinum aldehydes and the strength of AmberXtreme over a Bourbon vanilla from Madagascar extracted exclusively for Diesel, they created Metallic Vanilla, a signature unique to the brand. At the base lies a Desire-Trigger Accord, designed to awaken instinctive desire.
Dove Cameron and a New Vision of Femininity
Global ambassador Dove Cameron — actor, singer and performer — is a defining voice of Gen Z, with a combined following of more than 74 million across Instagram and TikTok. She opened for Dua Lipa on her 2025 tour and is preparing her own worldwide tour for summer 2026.
The campaign was created as a visual manifesto for women, by women, directed by filmmaker Amber Grace Johnson and shot by photographer Harley Weir. It follows Cameron, led by instinct and emotion, through a surreal world of sculptural orchids until she reaches the throne of desire.
Diesel was founded by Renzo Rosso in 1978, with Glenn Martens overseeing its collections since 2020.
The launch of a first feminine fragrance, staged with a large-scale experience in the center of Milan, stands as a symbol of a brand strategy expanding well beyond fashion.
ONLY DESIRE is now available at Diesel boutiques, select retailers and the official online store.
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