'Lunar New Year' 2023 Ad Campaign

Review of Diesel ‘Lunar New Year’ 2023 Ad Campaign by Creative Director Glenn Martens

Diesel’s latest campaign sees the brand do Lunar New Year the only way it knows how – with lots of denim.

Creative director Glenn Martens envisions the all-gender Lunar New Year capsule collection as a lineup of iconic Diesel pieces reimagined in auspicious shades of red and gold – the traditional colors of Lunar New Year symbolizing good fortune, happiness, and wealth. The palette is infused into Diesel’s signature deconstructivist take on denim via a deep red wash and playful gold adornments.

The simple campaign functions as a lookbook for the tightly focused capsule, offering a relaxed and straightforward look at the collection that nonetheless exudes the bold energy of the color red and, of course, of Diesel.

Creative Director | Glenn Martens