Glenn Martens of Diesel answers that question.
Before joining the Cut in 2015, she was fashion critic at the New York Times from 1999 to 2014.Photo-Illustration: by The Cut; Photos: Courtesy of Diesel, FendiPhoto-Illustration: by The Cut; Photos: Courtesy of Diesel, Fendi
The raised runway went straight down the middle of an old railway yard, with a giant movie screen at one end and bleachers at the other, though most kids crammed in along the sides. At that hour — roughly 9:30 p.m. on Wednesday, on the opening day of the Milan spring shows — the atmosphere wasn’t that of a rave, but if you stayed for the party, until after midnight, it might have reached that excitement. The alcohol was free.
Martens’s point of simplicity and repetition is rational. Convincing Diesel customers worldwide to buy something other than basic jeans is not as easy as one might think, even if it brings the brand more design respect. The problem is Martens has so exhaustively developed his methods of destruction, along with the extreme sexy looks, that it’s beginning to look like a formula. At this stage, it might be more daring and surprising if he designed a collection that was less in your face.
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