Diesel "This is Your Life in D" Fall 2025 Denim Ad Campaign

Review of Diesel “This is Your Life in D” Fall 2025 Denim Ad Campaign by Creative Director Glenn Martens, Art Director Christopher Simmonds, and Photographer Eammon Zeel Freel

Diesel’s Fall/Winter 2025 campaign, This is Your Life in D, offers a turbo-charged, denim-clad sprint through the stages of human existence. Shot with fish-eye audacity and a chaotic theatricality by Eamonn Zeel Freel, the campaign traces one life from cradle to grave—and beyond—through a series of surreal, hyper-saturated tableaux. From a denim-swaddled infant’s POV to an ecstatic afterlife supper hosted by a radiant, saintly figure in the clouds, the visual narrative revels in absurdity, pathos, and perversion.

Glenn Martens and Christopher Simmonds deliver their signature Diesel cocktail of sex, satire, and societal edge. Each image feels like a loaded social scene: a dorm room throbs with queer and straight make-outs, the beach is a chaotic denim bacchanal, and even a fatal motorcycle accident gets glamorized. Accessories—from the Double D bag to oversized shades—are foregrounded with comedic reverence, turning Diesel’s iconography into both relic and joke. Death is literalized in a funeral scene complete with branded belt buckle and sneaker-clad corpse; heaven, meanwhile, is a drag ball of celestial denim divas.

The campaign’s maximalist vision won’t appeal to everyone—but that’s precisely its power. Diesel leans into its outsider status, blending trash and transcendence with fearless commitment. Amid a sea of quiet luxury, This is Your Life in D shouts—and it wants to be heard.