By Leah Goryachkovsky

*Written in April, lol* As this season’s global fashion week comes to a close, I’d like to highlight a particularly innovative show with a shocking display of creativity and resourcefulness. Diesel’s 2023 collection, shown at Milan’s Fashion Week, was set around a heaping pile of 200,000 condoms. This elaborate runway design was inspired by the notions of safe sex and sex positivity, sponsored by the brand’s upcoming collaboration with condom company Durex.  

When I first had the idea of writing this article, I propositioned it as a not-so-eloquent slander of Diesel’s disregard for the planet. I was convinced this article would be centered around defaming Diesel for contributing to the abundance of wastefulness in the fashion industry. However, I discovered that Diesel’s team was making progress in sustainably constructing their runway shows compared to previous years and, honestly, competing brands. Diesel disclosed that they are aiming to create an inclusive space where there is always room to create sustainably. We see this in their initiatives to implement alternative materials and production processes into their long-term denim. Additionally, they emphasize the need for circularity of high-quality denim with Diesel Second Hand, a curated edit of beautifully worn Diesel jeans, carefully assessed and authenticated, then meticulously restored and renewed and offered for sale as good as new. As a brand that establishes youth fashion trends and consumption patterns, it makes perfect sense for the shows to convey the same message. 

The provocative showcasing of Diesel’s Fall/Winter 2023 collection turned out to be the perfect example of effective marketing with minimal waste. After their memorable runway production, the company pledged to distribute the 200,000 piled-up condoms along with an additional 300,000 in their stores globally. This collection encourages customers and fans of the brand to feel empowered in their sexuality and desire for intimacy while being assured there is absolutely nothing to be ashamed of, including the production processes. This is certainly not the first time brands have used a shock factor to make statements, and it won’t be the last. But has Diesel paved the way for more major designer brands to consider environmental repercussions in their fashion week productions? I sure hope so! 

Diesel’s Fall/Winter 2023 show was trailblazing, balancing the line between practical and ostentatious. It should be noted that emphasis on sustainability is a new consideration in many industries, and fashion is no exception. Diesel’s shows are known for grandiose objects placed at the center of their runways, but this year’s show was a much more considerate spin on the theme. I am still mesmerized by the effectiveness and virality of the show while not sacrificing integrity by disregarding waste production. 

When a non-fashion brand, such as Durex, wants to break into a field they don’t specialize in, the best approach is to appeal to as many audiences as possible. Market research shows that Diesel’s demographic is people of all gender from ages 18-25. While safe sex campaigns are targeted toward everyone, they are primarily marketed to the younger generation. There is no precise way to gauge interest, but understanding fashion and global trends within a broad group of people is a great route to take. As I like to say, sustainability is hot! I’d also like to think many others in my generation agree with me. The pile of condoms was certainly extravagant, but it was not excessive. Everyone -from those in attendance to those who have browsed articles on the show- can clearly understand the message Diesel is trying to sell. Safe sex and sex positivity are also hot! Two fantastic causes that Gen Z deeply care about don’t have to be mutually exclusive, and Diesel did a “slay” job of proving that message.