The new scent introduces a “Metallic Vanilla” signature and a campaign centered on feminine desire and self-expression
Diesel has unveiled Only Desire, the brand’s first fragrance dedicated exclusively to women, marking what the company describes as a new chapter for the house under Creative Director Glenn Martens. Fronted by Dove Cameron as global ambassador, the launch positions feminine desire as a force tied to empowerment, identity, and self-expression.
Built around the manifesto “My Desire My Power,” the fragrance campaign reframes desire not as something performative, but as an instinctive and transformative energy claimed on individual terms. The messaging reflects a broader cultural shift toward emotional openness and female agency, themes explored throughout the launch narrative.
“With this new chapter, we wanted to capture the DNA of Diesel: a statement of confidence, freedom, and self-expression,” Glenn Martens said in a statement. “The scent feels soft but leaves a bold presence.”
The fragrance was developed by perfumers Nelly Hachem-Ruiz and Paul Guerlain, who centered the composition around what Diesel calls a “Metallic Vanilla” accord. The scent combines Madagascar Bourbon vanilla with amber notes and metallic aldehydes intended to sharpen the fragrance’s diffusion and intensity. A proprietary “Desire-Trigger Accord” completes the composition, designed to evoke emotional and instinctive response.
The bottle continues Diesel’s exploration of industrial sensuality. Crafted in transparent sculpted glass inspired by the shape of an orchid, the vessel contains a deep red liquid pierced through the center with a galvanized steel Oval D logo, transforming the bottle into an object that references both jewelry and body piercing.
Dove Cameron fronts the campaign directed by Amber Grace Johnson and photographed by Harley Weir. Positioned as a visual manifesto created “for women, by women,” the imagery follows Cameron through a surreal landscape of orchids and glowing surfaces as she moves toward what Diesel describes as the “throne of desire.”
The launch also marks the first women’s fragrance developed collaboratively between Diesel and L’Oréal under Martens’ creative direction, extending the designer’s increasingly defined visual and emotional language into beauty.
