In the city-wide show, everybody got to be on the front row.
Just when you thought premium fashion, or houses that throw opulent shows at Fashion Weeks, is only for the rich and famous, Diesel ignites the idea that it could actually fit anyone. Its lSpring 2026 collection debuted on Sept. 23, during Milan Fashion Week with this powerful statement.
Instead of presenting the capsule with a star-studded show and glossy runways, creative director Glenn Martens pushed the boundaries of creativity by unveiling it through an egg hunt across Milan. And the best part? Everyone was given the chance to take part in the immersive experience—given that you signed up online.
During the game held on Sept. 23, models were encased in transparent egg-shaped vessels wearing the brand’s spring 2026 looks. All 34 capsules were placed in 18 different locations—from gardens to local theaters and even sex shops—across Milan. Participants were then tasked to roam around the city and find all eggs as fast as they could.
Clues were found in QR codes incorporated into the three-and-a-half-hour game. Almost 5,000 people registered, according to WWD. The first five who found all 34 eggs got to win a full look of their choice, tailored just for them. Meanwhile, all those who didn’t participate, aka the general public, still got a closer look at Diesel’s Spring 2026 collection simply by walking through streets.
“It’s not like your classic catwalk in the city,” Martens told the outlet. “We found so many spots downtown which kind of reflect what Diesel stands for, so of course the shopping streets but also the clubs, the bars, the sex shops, the mechanic shops. It’s part of the idea that every single person in the world can be Diesel.”
“This is Diesel for the people, a collection discovered by the public at the same time as everyone else,” he said in a news release. “Fashion is a game and we are playing it: everybody gets to be on the front row. Follow the rules, then break them, For Successful Living!”
And no other brand is committed to connecting with people, regardless of their status, quite like Diesel. In Fall 2024, Martens gave thousands of fans front-row seats to the show by projecting their Zoom screens behind the runway. The next season, Martens once again made Diesel’s runway show accessible and playful by throwing a free eight-hour rave party for 7,000 guests. Of which, 6,000 came from the public and 1,500 are students.
Just like before, the designer’s Spring 2026 show was released to and for the people. There were no VIP rows, personalized services, or private events catered to A-listers. It was merely a drop, and an uber-creative one at that, conveying a message more impactful than any Fashion Week tradition.
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At the center of the innovative and quirky presentation is the Italian label’s Spring 2026 collection, which Martens describe as “next-level Diesel.” Themed after “upcycling” and “rebirth,” the lineup is a fusion of the raw and refined. It focuses on distressed and deconstructed aesthetics in bold, playful silhouettes and edgy material treatments.
Martens reimagined distressed denim—a signature of Diesel—through new materials, including recycled polyester heavily treated to create a worn-in look and denim bleached from the inside out to create an “X-ray effect.”
Silhouettes varied from soft, flowing forms to full, sculptural volume. It features frayed chiffon, web-hemmed knits, leather skirts with animal hide-like hems, and denim heavily treated into softness. Tailored were distressed to perfection and adorned with “exploding” biker straps to embody the brand’s rebellious spirit. This daring nature is likewise reflected in the skirts that come with unconventional cuts and exposed zippers.
For this collection, Martens developed a so-called “satin denim fabric,” which combines the durability of traditional denim with the lustrous, soft sheen of satin. He used it to create dresses, apron tops, pencil skirts, and outerwear that shine as silk but were lasered to make them look distressed. They stand out not only for their radiance, but also their vibrant colors of purple. lime, and light blue.
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Accessories added depth and edge to the collection. It came in sculptural jewelry depicting animal skeletons, pavé-dial watches, oversized acetate sunglasses, and a futuristic “Load-D” bag. Footwear ranged from metallic-braided sandals to and chunky loafers, reinforcing Martens’ vision of a brand that fosters a sense of diversity, equality, and individuality for all people.
Watch how the Diesel Spring 2026 show went down across Milan below:
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