Diesel’s FW25 campaign ‘Your Life in D’ reimagines denim as an eternal companion, accompanying us from the very first breath to the afterlife.
In its FW25 campaign, Diesel positions denim as a constant thread through every chapter of human existence. Under the creative direction of Glenn Martens and art direction by Christopher Simmonds, photographer Eammon Zeel Freel captures an unfolding narrative that transcends typical fashion tropes.
The story follows an unnamed protagonist from infancy—clad in miniature drawstring jeans—to the turbulence of adolescence, the weight of adult responsibilities and even into a surreal afterlife. Through each stage, the denim evolves—fading, fraying and adapting—mirroring the wearer’s own journey.
Accessories punctuate every scene: the iconic 1DR Twin Shoulder Bag returns, while the D Lake and D Havana sneakers balance utilitarian form with eccentric flair. Metamorph bracelets and gem-layered necklaces inject pops of surrealism, and a full lineup of sunglasses and optical frames completes each look.
Zeel Freel’s visuals push beyond conventional fashion storytelling into the realm of conceptual art. Sterile white nurseries give way to neon-lit teenage chaos, and ultimately to an ethereal realm where denim-clad figures drift among celestial imagery—each backdrop reinforcing the campaign’s absurd yet intimate point of view.
