Overview

• Before opening it to the public, Diesel hosted a press-only preview at its Milan headquarters with models encased in transparent, egg-shaped vessels.
• WWD reports that nearly 5,000 people registered for a three-and-a-half-hour hunt to locate 34 eggs scattered across the city.
• Participants competed for prizes such as a full denim look or accessories, and the top five finishers can choose Spring 2026 looks to be custom-fitted and delivered by Christmas.
• Martens’ collection advances a more elevated Diesel with experimental materials and treatments, including satin denim, lasered distressing, double-layer bonding and cracked textures.
• The activation spanned varied downtown sites chosen to reflect the brand’s accessibility, with Martens emphasizing Diesel’s message of speaking to people across money, background, sexuality and gender.