At Milan Fashion Week, Diesel’s creative director, Glenn Martens, made a bold statement with the brand’s Spring/Summer 2025 collection. In his pre-show notes, Martens emphasized the beauty found in distress and destruction, especially in denim waste. “There is beauty in waste, in what is distressed and destroyed. It’s in the circularity of denim waste, and in the distressing that we build into the collection,” he explained. This philosophy is at the heart of Diesel’s disruption: pushing for circularity in production while elevating the design process.

To bring this concept to life, Martens transformed the show space into a visual representation of his message, filling it with 14,800 kg (about 15 tonnes) of shredded denim. The massive piles of discarded fabric served as a striking symbol of Diesel’s commitment to sustainability and the idea that waste can be beautiful. But no need to worry about the environmental impact—after the show, the denim was reused.