Diesel Democratizes Fashion With a City-Wide Egg Hunt Game for Its Spring/Summer 2026 Show

On September 23, Diesel, under the direction of Glenn Martens, unveiled its Spring/Summer 2026 collection during Milan Fashion Week.

The show took the form of an interactive presentation in which models were encased in transparent egg-shaped capsules and placed at 18 locations across Milan. Visitors and the general public could “discover” each look while walking through the city. QR codes were incorporated to guide the hunt, transforming the show into a city-wide game-like experience.

“This is Diesel’s democracy. Fashion is a game, and we’re playing it: everyone can have a front row. Follow the rules, then break them. For Successful Living!” Martens declared.

Serving as reporter for this Diesel collection was fashion influencer Lyas. Active on Instagram (@ly.as), Lyas first gained attention during Paris Men’s Fashion Week this June, when—after not receiving an invitation to Jonathan Anderson’s debut show for Dior—he organized a public watch party at a local Paris bar. The initiative went viral on social media and generated significant buzz. This season, he is expanding the concept by hosting watch parties in London, Milan, and Paris, creating spaces where the general public and younger generations can experience collections in real time, share them, and engage in dialogue. Lyas’s initiative resonates strongly with Martens’ vision of Diesel’s “democracy.”

Upcycling and the Beauty of Rawness

The collection was presented at Diesel’s new headquarters, where a dramatic set was staged with towering piles of discarded clothing. The central themes were “upcycling” and “rebirth.”

Fabrics were treated with oxidized and corroded finishes, giving them the texture of garments that had survived a decayed world. Satin denim made from recycled polyester was laser-distressed to create a worn-in look, while denim bleached from the inside out revealed its inner layers in an “X-ray effect,” reinterpreting the very construction of clothing.

Silhouettes ranged from body-hugging dresses to jackets emphasizing bold, sculptural volume. Highlights included a pale blue strapless dress, a green-and-blue layered look, and a lustrous purple skirt. Roughly cut leather skirts, biker straps that exploded outward, intentionally frayed seams, and trompe l’oeil prints further underscored Martens’ signature “deconstructionist” aesthetic.

Accessories, essential to completing Diesel’s identity, added depth and edge. Sculptural jewelry recalling animal skeletons, pavé-dial watches, and oversized acetate sunglasses provided striking accents. New additions this season included the futuristic, softly curved “Load-D” bag, while footwear ranged from metallic-braided sandals to chunky-soled loafers, reinforcing a futuristic vision that evoked both decay and renewal.

By turning Milan itself into a runway, Diesel’s Spring/Summer 2026 collection created a moment where fashion was released from exclusive spaces and brought directly to the streets, carrying Martens’ creativity and message to a wider public.

Looking ahead, all eyes are on Martens once again as he prepares for his debut with Maison Margiela’s Spring/Summer 2026 show at the upcoming Paris Fashion Week.

Explore all the looks from the Diesel Spring/Summer 2026 Collection in the gallery below.

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