Meet Diesel’s Dysfunctional Flatmates

Thanks to creative director Glenn Martens and art director Christopher Simmonds, Diesel’s campaigns have been pushing the boundaries of fashion storytelling—blending irony and chaos to define the brand’s rebellious identity. The duo continue their streak of playful provocation in The Houseguest, a chaotic house-share where privacy is a myth and drama is the dress code. Inspired by a 1994 Diesel campaign featuring a mishmash of characters in a shared living room, this reimagining dials up the madness.

Shot by Frank Le Bon, the campaign captures a group of wildly dressed residents entangled in moments of reckless abandon, including Celebrity Big Brother star Katie Price as the queen of the kitchen-turned-salon. Instead of cooking up a coq au vin housemates await leg waxing treatments in jacquard and fringed denim straight from the SS25 runway. Over in the communal bathroom, things get steamy in draped and tied Bandana looks, while otherworldly creatures—yes, including a bird—perch in the slime-green bedroom, dressed in trompe l’oeil lingerie. From the moment you step inside, it’s clear: anything goes.

Through Diesel’s signature irreverence, The Houseguest reminds us that fashion is theatre, and life is best lived on the edge of the ridiculous. Accessories amp up the spectacle: the curvy Double D bag, Metamorph stainless steel chain jewellery, the Closer bracelet watch, and Trini-D-Y sunglasses punctuated with industrial hole-punch details.

Martens and Simmonds have once again proven that Diesel’s creative direction never sits still—unless it’s on a busted-up sofa in a house full of chaos. The Houseguest is more than just a campaign; it’s a reminder that fashion thrives on humour, anarchy, and a touch of the absurd. With every detail dialled up to the extreme, Diesel continues to make the mundane feel electric. One thing’s for sure—whether you’re a resident or just passing through, this is one house you won’t forget in a hurry.