Diesel Takes Over H. Lorenzo to Launch the SS23 Collection

Diesel took over H. Lorenzo’s West Hollywood location with a party to celebrate the arrival of the brand’s Spring/Summer 2023 collection designed by Glenn Martens. The first take-over of its kind with the retailer, guests were immersed into The World of Diesel, with the bottom floor transformed in brand’s signature red, oversized logo, bespoke window displays, and more. The Diesel takeover will live for six weeks at the Sunset Blvd. location, while simultaneously showcasing the SS23 Runway collection at their Robertson Blvd location.

Diesel Spring summer 2023 collection fully embodies Diesel democracy: denim, utility, pop and play, where experimentation is for everybody, and the energy is inclusive. As Creative Director Glenn Martens said: “Everybody can be part of Diesel!”, that’s why for the brand democratic fashion is everything, with experimentation and subversion for every single day.

Indeed at the event, guests, were entertained with a DJ set by Brian Vidal, best known for his NTS Radio show Touch and Feel, throughout the evening. The celebration then continued late into the night at Sunset at The West Hollywood EDITION.

Diesel’s Spring/Summer 2023 collection made its debut during Milan Fashion Week in September 2022 in front of an audience of nearly 5,000 people, with a show that broke a Guinness World Record for the world’s largest ever inflatable sculpture.

“I wanted to open Diesel up to the public, for people who may never have been to a fashion show before. They deserve a spectacle, so we’ve broken the record for the biggest inflatable sculpture in the world. It’s what I believe about the fashion and the state of mind – everybody can be part of Diesel,” said Glenn Martens, creative director of Diesel.