Visitors to Diesel's Milan Fashion Week show on Wednesday might have been taken aback by the set, which was a massive cond0m mountain. About 200,000 Durex boxes were the backdrop for the Italian label's Fall/Winter 2023 collection debut, a tribute to $ex inclusivity and an upcoming partnership with the contraceptive business.

Glenn Martens, creative director of Diesel, stated, "We like to play at Diesel, and we are serious about it. "Be safe, respect one another, and have fun."

The entire line, which included models walking around the cond0m avalanche in ultra-low-rise jeans, denim clothing with revealing mesh lace panels, and torn silk skirts held together by shaky-looking chains, explored freedom, ideas, pleasure, and experimentation.


Visitors might have been taken aback by the stage during Diesel's Milan Fashion Week presentation on Wednesday: a massive mountain of cond0ms. As a gesture to $ex inclusivity and an upcoming partnership with the contraceptive business, the Italian brand unveiled its Fall/Winter 2023 collection against a backdrop of more than 200,000 Durex boxes.

Creative director Glenn Martens said, "We like to play at Diesel, and we are serious about it." Have fun, show each other respect, and be safe.

The entire collection investigated concepts of liberation, enjoyment, and exploration. Models strutted about the cond0m avalanche in shredded silk skirts, denim pieces with exposed mesh lace panels, and ultra-low-rise jeans.

The Belgian designer has guided Diesel, which has long been recognized for its provocative marketing and luxurious jeans style, towards more experimental uses of denim since taking over as creative director in October 2020. Also, he has experimented with upcycling.


This collection included motorcycle jackets that were blow-torched and turned into structural components, deadstock faux fur painted to resemble liquid, and leftover nylon coated with another type of plastic and burned.

For Martens' post-pandemic runway comeback in February 2022, the brand welcomed guests with five inflatable figures striking a series of amusing positions that Diesel described as "confident, energetic, and proud." Each measured between 25 and 55 feet broad. A red and white candy-covered thong was in the invitations for the event.

Then, for its September Spring/Summer 2023 presentation, Diesel created a sizable inflatable officially recognized as the giant blow-up sculpture in history by the Guinness Book of Records. (The brand also invited the general public to the show, defying fashion week's elite conventions to welcome a whooping 5,000 individuals.)

Under Martens' direction, the condom "mountain," as Diesel put it, became another viral moment, promoting the brand's newest line and safe $ex. Invitations depicted the shape of Durex packs in keeping with the theme. A post-runway news release revealed that Diesel would be distributing an additional 300,000 condoms across its stores worldwide in April. A jersey T-shirt with Durex's "D" in place of the traditional Diesel "D" emblem was on Wednesday's runway as another preview of what's to come.