Diesel made a bold statement at Milan Fashion Week with a denim scraps runway, highlighting their commitment to sustainability.
The Spring/Summer 2025 collection, presented on September 21, featured a striking set that utilized approximately 14.8 tons of discarded denim, emphasizing the brand’s dedication to circular fashion and responsible production practices.
The runway was transformed into an immersive environment, with piles of blue denim and rectangular columns constructed without glue, standing as a testament to the aesthetic potential of waste. This unique setup was designed by Sayan Benbady, who meticulously hand-assembled the elements on-site. The scattered denim scraps not only created a visually arresting backdrop but also served as a poignant reminder of the environmental impact of the fashion industry.
Creative director Glenn Martens led the collection, which included over 70 looks that highlighted Diesel’s signature use of denim while pushing the boundaries of traditional styling. The collection featured a range of garments, from distressed hot pants to tailored pieces that showcased innovative techniques and materials. Martens’ approach reflects a significant shift in Diesel’s production methods; the brand has increased its use of regenerative, organic, or recycled cotton from just 3% to 57%, demonstrating a robust commitment to sustainability.
The show was not just about aesthetics; it was also a call to action for the fashion industry. By utilizing waste materials in such a prominent way, Diesel challenges other brands to rethink their production processes and consider the lifecycle of their products. The denim used in the runway set is intended to be repurposed after the show, with plans for it to be transformed into insulation materials for various industries, further reinforcing Diesel’s commitment to circularity.
Models showcased the collection while wearing pale blue contact lenses that complemented the surrounding denim landscape, creating a cohesive visual experience that captivated attendees. This attention to detail underscores Diesel’s philosophy that fashion can be both stylish and sustainable.
Diesel’s efforts have not gone unnoticed; the brand has received accolades for its initiatives in sustainability and circular economy practices. Recently awarded the Circular Economy Award from the Ellen MacArthur Foundation, Diesel continues to lead by example in an industry often criticized for its environmental impact. The brand’s ongoing projects include collaborations aimed at turning deadstock into new products and initiatives like the Diesel Second Hand project, which encourages customers to return used garments for resale.
In conclusion, Diesel’s Spring/Summer 2025 collection at Milan Fashion Week exemplifies how creativity can intersect with sustainability. By transforming denim waste into a stunning runway set and showcasing innovative designs that prioritize eco-friendly materials, Diesel is not only redefining its legacy but also setting a standard for others in the fashion world to follow. This commitment to circular fashion is not just a trend; it represents a necessary shift towards more responsible practices in an industry that must evolve for the future of our planet.
