Glenn Martens unveiled his first FW21 campaign for Diesel. In a world that is physically over-saturated with choices, Diesel presents a visual store in which the only viable options for the viewer’s day-to-day essentials are DIESEL-made. As a result, the imagery in this campaign provokes, subverts and teases a conversation about the nature of mass consumer culture.

The hyper-iconography amplifies the playful, pop impact. These customers are surrounded by colorful sundries, mock pricetag promotions and an overarching vignette of familiar, universal consumerism. While the aisles overflow with pedestrian products such as laundry detergent, canned soup and sliced bread, there’s an ironic twist: everything in this bodega is DIESEL branded.

Take a look at the campaign below:

Diesel Creative Director: Glenn Martens
Art Director: Christopher Simmonds
Photographer and Director: Johnny Dufort
Stylist: Ursina Gysi