Diesel trades the runway for a citywide egg hunt in Milan
By James Herring on Thursday, September 25, 2025
Diesel has once again disrupted the fashion week formula, swapping the runway for the streets of Milan.
For its Spring/Summer 2026 show, creative director Glenn Martens staged what he called a “literal Easter egg hunt,” placing models inside oversized transparent eggs across 18 locations in the city.
The collection was scattered everywhere from bars and churches to sex clubs, letting anyone who stumbled upon an egg take in the brand’s latest vision.
“We decided to give the front row to the city of Milan,” Martens said.
For the industry crowd, Diesel also hosted a more traditional preview at its Milan headquarters, this time without the eggshells.
But the public-facing stunt is very much in line with Martens’ playbook.
Previous Diesel outings included last season’s viral mountain of 200,000 free condoms at the brand’s show, and before that, a giant inflatable screen playing NSFW videos during Milan Fashion Week.
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By continuing to blur the line between spectacle and street-level accessibility, Diesel stood out from rivals by using fashion week to create citywide moments, not just runway images.
