Martens brings a soft, worn romanticism to his debut for the Italian label. Model Vittoria Ceretti wears a Diesel coat and shoes; diesel.com. Hcreated a groundbreaking advertising campaign that included, among other things, an image of two men kissing. Plenty of people sat up and took notice—not least the teenage Glenn Martens, who was living in Bruges, Belgium. “Diesel was the sexiest brand,” Martens recalls. “At high school, everybody was buying it.
Since joining Diesel, Martens has run at Mach speed, acclimating to a rigorously scheduled routine that sees him shuttling weekly between his airy 19th-century apartment in the once-gritty La Chapelle neighborhood on the outskirts of Paris to the company’s high-tech HQ in Breganze, Italy. “It’s super nice to work in this more organized way,” he says.
When the designer signed with Diesel, uppermost in his mind was the belief that fashion should have agency in promoting progressive values and meaningful dialogue—something that Diesel has pioneered ever since founder Renzo Rosso set the label up in 1978. “Renzo is” says Martens. “I love his attitude.” He was also cognizant of the brand’s scale: With more than 500 stores worldwide and an annual turnover in the region of $1.4 billion, being both creative and accountable was important to him.
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