Diesel to Launch Public “Egg Hunt” Experience Across Milan Following SS26 Show
Following the debut of its Spring/Summer 2026 collection, Diesel will extend the runway to the streets of Milan with a public event titled the Diesel Egg Hunt, set to take place on September 23 from 7:30 to 11 p.m. in the Milan city center.
Open to the public and free to attend, the activation reflects Diesel’s ongoing emphasis on accessibility and disruption under creative director Glenn Martens. Participants can register via the Diesel Egg Hunt web app, where they will receive access to a dynamic map highlighting the locations of collection looks hidden throughout the city.
Each look will be displayed on a live model encased in a large, transparent, egg-shaped vessel, installed across various public locations. According to the brand, the design references themes of autonomy and self-determination—a continuation of motifs explored in the SS26 show.
The initiative also includes a competitive element. The first participants to locate all the hidden “eggs” will receive prizes from a curated selection of Diesel pieces, including custom SS26 show looks, denim ensembles, and the label’s signature 1DR-Dome bag.
Piazza Beccaria will serve as the event’s central hub, offering entertainment, live music, and hospitality for attendees and onlookers throughout the evening.
The Diesel Egg Hunt marks the brand’s latest experiment in open-access fashion experiences, bringing collection looks directly to the streets in a city-wide, participatory event.