Diesel Release ‘Fake Smiles’ Campaign.
Taking cues from college apparel and Route 66, Diesel x Diesel bring us a capsule collection drenched in American history. The brand’s creative director, Glenn Martens, explains, ‘to accompany this collection, I thought of a brand-new campaign. It is called “Fake Smiles” but the phrase has more to do with exaggeration than artifice. Channeling Diesel’s “For Successful Living” mantra, “Fake Smiles” is about our constant pursuit of happiness. The campaign’s images feature subjects in daily mundane scenarios, all masked with extra-joyful expressions, creating surreal imagery that evokes a sense of nostalgia and captures the spirit of the decades that inspired this collection.’
The collection features Diesel’s staple denim in the form of jeans, skirts and jackets as well as shearling jackets and leather ensembles created by founder Renzo Rosso and creative director Glenn Martens. The capsule certainly feels nostalgic with its heavy ‘80s reference and vintage aesthetic. ‘Renzo wanted to create a layered capsule; one that brings back vintage Diesel pieces while updating them for 2021, a year in which the world looks profoundly different than it did in the 1980’s,’ explains Martens.
The collection can be shopped here.
