Review of Diesel DIESELOVES LEE Ad Campaign by Creative Director Glenn Martens
Diesel has announced DIESELOVES, a special collaborative project and an open call to other brands to participate in a mutual sharing of resources and creativity to empower sustainability and empower change. The first release in the ongoing capsule is a partnership with fellow denim giant Lee.
Envisioned by creative director Glenn Martens as a challenge to the industry standard of brand collaborations, DIESELOVES proposes a more purposeful approach to the cult of brand partnerships, applying collective creativity to the perennial problem of overproduction. For each collection, Diesel will put its unsold stock at the disposal of a joint creative team and invite a brand collaborator to do the same. The result is a limited-edition capsule made entirely from existing materials, a 50/50 between the two brands. 100% of the profits from each capsule will go to UNHCR, the United Nations Refugee Agency.
The first partner in DIESELOVES is Lee, the iconic American denim company founded in 1889. Though the two massive denim brands may typically bee seen as competitors, the shared project between them forms a progressive take on fashion collaboration that sends a message to rethink the purpose and power of creative partnership. Each pair of DIESELOVES LEE jeans is constructed from fabric sourced from both brands’ respective unsold stock. One half Diesel, one half Lee, the jeans are either Diesel denim on the front and Lee on the back or vice versa. Artisanally conceived and crafted to embrace differences in length and rise, each of the 3,000 limited-edition DIESELOVES LEE jeans is one of a kind.
The special project is celebrated with a campaign that offers a direct look at the concept and creative process behind its first entry. Glenn Martens himself speaks to the aim of revolutionizing fashion collaborations in order to reduce harmful textile waste and make a positive impact on the world.
Diesel Creative Director | Glenn Martens