Diesel is embracing artificial intelligence.
On Thursday, the denim brand launched its Spring/Summer 2026 campaign inspired by “grinning in the face of absurd misadventure.”
Photographed by Mark Peckmezian, it explores the “strange tension between calm and chaos, real and fake.” Images depict couples and friends “gleefully posing in front of a series of AI-generated fiascos” that “capture a world slightly off its axis.” Scenarios include a shattered phone screen, an avalanche of products in the grocery store and a drum spill on a morning commute.
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Diesel described models’ “unyielding smiles” as small acts of human resilience.
The campaign is the latest chapter in the visual collaboration between Diesel creative director Glenn Martens and art director Christopher Simmonds.
Diesel highlights denim jeans and skirts with athletic-inspired triple stripes down the sides, wrapped jersey T-shirts, tanks and racer jackets in the campaign. Runway pieces such as jackets and pants with deconstructed biker details, crackled leather jackets and X-ray bleached denim are also showcased.
For accessories, Diesel features the D-DIAM SA 90 printed peep-toe mules and the D-MATHIEU lug sole Chelsea boots. New printed leather versions of the 1DR shoulder bags, the Stinger watch and alien-inspired jewelry also make an appearance.
Last week, the brand staged its Fall/Winter 2026-2027 runway show in Milan, set in a sea of Diesel memorabilia.
