Glenn Martens to Exit Diesel
The Belgian designer’s last collection for the denim brand will be presented next week in Milan.
Glenn Martens, the creative director of both Diesel and Maison Margiela, will be leaving his position at Diesel following the brand's upcoming fashion show in Milan. Diesel and Maison Margiela are both owned by the OTB Group. However, the identity of Martens' replacement has not been disclosed in the announcement. When Martens joined Diesel in 2020, the denim brand had lost much of its cultural relevance, which was prominent during the late 1990s and 2000s when its distressed denim and distinctive branding resonated with younger consumers.
Diesel had made several attempts to revive its image, but with little success. Martens was tasked with revitalizing the brand across its products and communications, and spent his initial months examining Diesel's archives with its founder, Renzo Rosso, to identify elements that would give the brand a contemporary appeal. His first campaign, titled "Diesel x Diesel," drew inspiration from the late-1980s archive and introduced a cheeky, exaggerated twist, signaling his efforts to make the brand feel modern instead of merely nostalgic.
Martens transformed Diesel's perception, establishing a strong bond with younger generations and laying a solid foundation for the brand's future. The founder of Diesel, Renzo Rosso, praised Martens for bringing the brand back into the global fashion conversation while retaining its openness, energy, and accessibility. Under Martens' leadership, Diesel was recognized for its distinctive denim approach and provocative imagery.
His shows and campaigns expanded beyond the traditional jeans business, once again integrating the brand into the broader fashion conversation while maintaining its accessible positioning. This turnaround in Diesel's fortunes aligns with a broader initiative by the OTB Group to strengthen Diesel as one of its core brands. Diesel remains the group's highest-revenue brand, and Martens was granted significant freedom to reshape its product and image.
His departure raises questions about the sustainability of the momentum generated by Martens without his guidance. The change in creative direction at Diesel comes shortly after OTB appointed Andrea Rigogliosi as Diesel's chief executive, a role that had been vacant for nearly three years prior to Rosso stepping in to oversee the brand.
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