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Diesel has launched a line of sex toys

The rebranding continues under the leadership of Glenn Martens

Diesel has launched a line of sex toys The rebranding continues under the leadership of Glenn Martens

After a dystopian and surprising FW22 collection, Diesel continues to surprise with a partnership in the name of sensuality. Exceptional partner is Lelo, a leading company in the sector based in Stockholm, specialised in sex toys, with which Diesel has created a co-branded capsule of devices aimed at sexual wellbeing. The brand has already played with the subject and made sexual allusions a distinctive feature of its advertising campaigns, such as in the spring of 2021 when eight couples were photographed by Cheryl Dunn.

Two of Lelo's best-selling products, the Sona Cruise and Tor 2 stimulators, underwent a Diesel makeover, covered in the distinctive red hue along with phrases such as "Turn me on" and "All I need is a charge", as well as the brand's logo. In a further nod to Diesel's irreverent approach to communication, the brand has created a new version of its 'For sex-ful living' slogan, which is written on the packaging. The collection debuting today will be available on Lelo's website, as well as in selected Diesel flagship stores and online in the fashion brand's e-commerce. 

This is the latest addition to a highly successful rebranding process, in which the Italian brand, under the visionary guidance of creative director Glenn Martens, has rebuilt its lost success by restarting from its archives and at the same time looking to the future with community building strategies in Web 3. In fact, the brand has recently launched the D:VERSE line, a series of unique and limited editions in NFT of the iconic pieces of the show, as well as garments, trainers and physical accessories, as well as a platform through which DIESEL NFT holders will be able to meet through a private Discord channel, access discount raffles, free throws, additional wearable items in the Metaverse and news about new games and projects that DIESEL will continue to build for its community.