Diesel makes a bold move, livestreaming the show-making process on social media.

For the first time in fashion history, a brand is acting so boldly.

Glenn Martens, the creative director of Diesel, has chosen to experiment with a new and “democratic” format for the Diesel FW24 show during Milan Fashion Week 2024. The brand recently announced that it will sell 1000 tickets to attend the online premiere of the Diesel FW24 collection on Wednesday, February 21, 2024. These 1000 spectators will not only be able to watch but also participate interactively in the program no matter where they are in the world. Glenn Martens envisions the show as a unique and visually stimulating interactive experience.

And for the first time, almost the entire process of creating the show will be live-streamed: 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 show.

This move by Diesel is completely consistent with the brand’s previous unique ideas. On May 19, 2023, Diesel launched a new location for the TRACKS project – Rome, Italy. TRACKS is a music project Diesel collaborated on with NTS radio station, connecting talented artists worldwide to promote club music culture – a global language of joy, self-expression, and diversity. Under Glenn Martens’s guidance, Diesel consistently emphasizes the desire to bring fashion to a wider audience. The Diesel FW24 fashion show stage is built by Glenn Martens as a visually engaging interactive experience, continuing Diesel’s goal in welcoming this Belgian designer: conveying the values of integration and finding new and creative ways to attract more fans, customers, and investors to the brand, unlike the traditional audience present at fashion shows.