Diesel is known for taking an unconventional approach to advertising, but its latest move takes a page out of the luxury brand marketing playbook.
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On Tuesday, the brand announced that Damiano David, the lead vocalist for the Italian rock band Måneskin, will be Diesel’s first-ever global male ambassador.
As part of his ambassadorship, a genderless capsule collection co-designed by David and Diesel creative director Glenn Martens will launch later this year. In a video announcing the partnership, David said he and Martens share a similar mindset.
Diesel teased the partnership earlier this year when David attended the 2024 Met Gala wearing a fully custom Diesel look designed by Martens. He wore a tuxedo reinterpreted with a disintegrating fabric.
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“Known for his on-stage charisma, powerful vocals and distinctive personal style, Damiano defines the Diesel man with his spirit of nonconformity, freedom and inclusivity. In his ambassador role, Damiano continues Diesel’s long-standing connection to groundbreaking music, while representing a new vision of masculinity and gender liberation,” the brand stated.
David previously starred in a Gucci Aria campaign alongside his Måneskin bandmates. The band rose to global fame after winning the 2021 Eurovision Song Contest dressed in custom Roberto Cavalli .
The news follows Diesel’s recent announcement that it has inked a 10-year licensing agreement with EssilorLuxottica for the design, manufacture and worldwide distribution of Diesel eyewear.
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