Diesel Goes Big: Livestreaming Show Preparation on Social Media

For the first time in fashion history, a brand is making such bold moves.

Glenn Martens, the creative director of Diesel, has opted to experiment with a new and “democratic” format for the Diesel FW24 show set to take place during Milan Fashion Week 2024. The brand recently announced that it will sell 1000 tickets for online attendance at the Diesel FW24 collection debut on Wednesday, February 21, 2024. These 1000 viewers will not only be able to watch but also participate interactively in the program from anywhere in the world. Glenn Martens envisions the show as a uniquely interactive and visually stunning experience.

And for the first time, almost the entire process of preparing for the show will be livestreamed: from February 18 to 21, the casting and styling process for the Diesel FW24 show will be livestreamed on the brand’s social media platforms. Anyone can tune in to discover what will happen in the hours leading up to a fashion presentation.

This step by Diesel is completely in line with the brand’s previous unique ideas. On May 19, 2023, Diesel hosted a new location for the TRACKS project – Rome, Italy. TRACKS is a music project Diesel collaborated on with NTS radio station, connecting with talented artists worldwide to promote club music culture – a global language of joy, self-expression, and diversity. Under Glenn Martens’ direction, Diesel consistently emphasizes its desire to bring fashion to a wider audience. The Diesel FW24 fashion show floor is being built by Glenn Martens as a visually interactive experience, continuing Diesel’s goal of embracing integration and finding new and creative ways to attract more fans, customers, and investors to the brand, unlike the traditional audience files present at fashion shows.