Diesel Invited All of Milan To Participate In Its SS26 Showcase
With a citywide Egg Hunt.
One thing about Glenn Martens‘ Diesel? It’s welcome to all. For Spring/Summer 2026, the cult-loved brand took its collection beyond the Milan Fashion Week runway with an interactive Egg Hunt across the city center. In past seasons, Martens has always prioritized community building, from inviting thousands of guests to a free rave for his Spring/Summer 2024 showcase to conducting a global livestream for Fall/Winter 2024. This season, the creative director took it a step further, with a gamified approach which is true to his mission of disruption and democracy in fashion.
“We’re never going to be a luxury brand, we’re an alternative to luxury but, of course, we make clothes which fit on the runway,” Martens tells Hypebae backstage at the preview. “We always want to celebrate community because that’s what we’re based on. This season, I wanted to give it back to the town and everyone that loves us.”
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Free and open to public, thousands of participants registered to track giant, egg-shaped capsules displaying looks from the collection. By 5:00 p.m. on the day of the event, over 5,000 people had downloaded the app to participate in the hunt. The transparent eggs with models inside were scattered across the city from churches to sex shops as locals raced to be one of the first five contestants to find them all. Prizes for the lucky five winners include made-to-measure SS26 pieces, denim sets and the 1DR-Dome bag.
As for the collection itself, Diesel SS26 fuses punk grit with sculptural tailoring as as ode to the streetstyle of Milan. Frayed seams, distressed leather, trompe l’oeil prints and layered denim defined the collection, alongside biker jackets with straps designed to be tied in multiple ways. A highlight was satin denim, engineered from recycled polyester and lasered for an “X-ray” effect, revealing garments from the inside out. Dresses arrived with shredded chiffon, knitwear exposed its seams and 1DR bags came adorned with hair-clips.
For more news on SS26, check out our recap of London Fashion Week.
