Gaming Fashions Front Row
Review of Diesel Spring 2026 Fashion Show
By Angela Baidoo
THE COLLECTION
THE VIBE
Democratising fashion, Gamification , Front Row for All
In Glenn Martens five short years at Diesel the creative director has been on a noble quest to outdo himself every season. In a pursuit to democratise fashion and devise evermore inventive ways to invite the brands followers into the its universe. As today’s show notes declare “This is Diesel for the people, a collection discovered by the public at the same time as everyone else.”
Todays collection was the gamification of the front row, as the designer presented 55 looks on stationary models who were displayed inside transparent, egg-shaped vessels as if they were collectors items. And that was exactly the point as in partnership with the city of Milan, those who were ‘game’ could hunt from 7.30pm until 11pm for the spring looks hidden around its streets. With prizes ranging from Diesel merch to a complete look from the collection for those who were lucky enough to ‘catch them all’.
Reformatting the runway show in this way is more evidence of Martens looking towards the future. Fashion became less hierarchical and more democratic (now anyone with a phone and mini mic is broadcasting, often unsolicited, points-of-view on collections, campaigns, and designer moves) starting with the livestream, now the floodgates of access have opened some have chosen to embrace the change – such as Dolce and Gabbana who extended their fall 2025 runway onto the streets outside their venue as a gift to the hundreds of dedicated fans who flood their HQ every season – while other brands are still trying to strike the right balance.
To engage your community or not isn’t a question that Martens ever grapples with, as his customer base of young millennials and Gen Zers keeps the designer on his toes, challenging him to up the ante every year. And, for this ‘Egg hunt’ the brand tapped young creators to build buzz and spread the word for their fashion Pokémon Go, which if successful should be replicated by Diesel in other cities, or to get really meta release an update of the game during Easter 2026.
This fashion egg hunt is one way to create an immersive fashion show and expand the potential of a fashion week activation that can extend engagement outside of the screen, and onto the streets.
THE DIRECTION
THE QUOTE
This is Diesel for the people, a collection discovered by the public at the same time as everyone else.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!”
Glenn Martens, Creative Director, Diesel
THE WRAP UP
The presentation format for today’s show was not unexpected, despite a few attendees overheard expressing their confusion at the lack of a runway and seating, as Glenn Martens is due to present his second Maison Margiela collection and first ready-to-wear show in Paris on Saturday 4th October something inevitably had to give. What still featured was the designers love for fabric experimentation, described as ‘Next Level Diesel’ satin denim, denim bleached ‘from the inside out’ as explained in the notes mimicked the effects of an X-Ray, and utility cottons were bonded with jersey then distressed as if peeling away to discover what lies beneath.
The designer once again gave his audience the chance to immerse themselves in the Diesel-verse as Martens encouraged us all to get outside and play like it was 2016, in Diesels ‘biggest democratic act yet’.
