Remember those fun and exciting Diesel ad campaigns from pre-COVID days… well, they’re back. And this time in a supermarket/bodega or the likes! 


Photographed by Johnny Dufort and styled by Ursina Gysi, Diesel’s new creative director, ex Mr. Y-Project, Glenn Martens, is taking us shopping to a giant Diesel supermarket. Selling everything from tomato sauce to toilet paper with – of course – their own brand name, you can check out the newest Diesel collection worn by customers.

ad campaign

In a world that is physically over-saturated with choices, DIESEL presents a visual store in which the only viable options for the viewer’s day-to-day essentials are DIESEL-made. As a result, the imagery in this campaign provokes, subverts and teases a conversation about the nature of mass consumer culture. The hyper-interpretation amplifies the playful, pop impact.

So, supermarket or not, if you got into Diesel mood – you can shop for their fall/winter collections here, here, and also at farfetch women/men.

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