Diesel earned its model provocateur standing by means of many years of peculiar stunts and taboo-busting advertisements, and its newest collaboration with Durex exhibits it’s not stopping now.
The Renzo Rosso-founded style home rose to fame within the ’90s for artistic like “Kissing Sailors,” which confirmed two males locking lips, and billboards that depicted the Virgin Mary carrying its denims. Extra lately, advertisements from photographer David LaChapelle took a stand towards former President Trump, punctuated by a rainbow-colored tank dealing with a unadorned man.
When Milan Vogue Week opened in late February, the model entered its subsequent period with a “intercourse constructive” denim assortment from artistic director Glenn Martens. The present teased an accompanying attire capsule assortment in partnership with sexual wellbeing model Durex that includes T-shirts, hats and extra, as a result of launch this spring.
“Intercourse positivity is one thing wonderful,” Martens mentioned after the present. “We prefer to play at Diesel, and we’re severe about it. Have enjoyable, respect one another, be secure.”
A mountain of 200,000 condoms greeted the style glitterati on the catwalk present, with the props turning into a focus for fashions to stroll round. A number of visitors have been pictured nestled among the many pile of what the Italians name a preservativo. Forward of the presentation, Diesel despatched invitations to visitor within the type of condom containers.
This isn’t new territory for the Italian label. In 2022, Diesel partnered with Swedish intercourse tech model Lelo on a sequence of limited-edition intercourse toys. Its tie-up with Durex will transcend clothes as effectively, with the duo planning to distribute 300,000 Durex condoms in Diesel shops globally all through April.
For Durex, the partnership kinds a part of its technique to guide conversations round sexual freedom whereas encouraging individuals to be secure. The model spent the previous yr positioning itself as a not only a contraceptive model, however a way of life one too.
A model awakening
Vincent Panzanella, international director of PR, tradition and model partnerships at Durex, advised Adweek that the Diesel tie-up was alternative to attach two manufacturers with a storied historical past of being unafraid to problem the norm.
“We knew we had a powerhouse model [with Diesel] that shares a set of core beliefs,” he defined. “We acknowledged the chance to exponentially amplify each other’s message to each our audiences. Sexual safety and freedom are a human proper, and with this partnership we are able to deliver this core perception into even better focus.”
The pair’s advertising groups labored carefully collectively on the Vogue Week bodily expertise. Whereas bringing the concept of secure intercourse to the forefront was essential to each manufacturers, they have been eager to spotlight the pleasure side.
“The mound of condoms and the overlay of the music with sounds of enjoyment on the present introduced collectively this multi-sensory expertise to viewers that mentioned: ‘That is about pleasure,’” Panzanella defined.
Shareable moments like photograph ops and the invites themselves—which contained an edible thong product of sweet—added one other layer.
He’s hoping the stunt will assist drive the notion of Durex and Diesel as manufacturers that present customers with a “totally different view of intercourse and security.”
“We don’t need individuals to see condoms as a barrier, however as a strategy to help within the pleasure of intercourse by eradicating issues round security,” he added.
Highlights from the present drew 8.7 million views on Diesel’s official TikTok and drove 1000’s of engagements throughout Instagram for each manufacturers; greater than 53,000 individuals tuned into the present’s livestream.
Durex mother or father firm Reckitt simply posted $17 billion in income for 2022, up 9.2% year-over-year. In response to Customized Market Insights (CMI), the broader condom class is anticipated to develop at a compound annual fee of 8.52% by means of to 2030. Durex faces powerful competitors from challengers within the area together with Skyn, Lelo’s Hex vary and female-founded vegan model Hanx.
Within the U.Ok., the model has been working with Havas London to make sure it stays high of thoughts for customers. Put up-lockdown, it celebrated a return to sexual liberty with a sequence of billboards depicting large condom wrappers that merely mentioned “Freedom.”
Extra lately, it has undertaken work to grasp the way it can higher assist LGBTQ+ prospects as a part of its #SexMyWay initiative designed to teach, inform and encourage self-acceptance.
In 2021, it additionally partnered with rapper Lil Nas X for his “That’s What I Need” video, which confirmed the artist opening a Durex packet along with his enamel within the warmth of the second. The collaboration was designed to middle Durex’s id on embracing sexual fluidity throughout the LGBTQ+ neighborhood, tapping into Lil Nas X’s icon standing to attach with followers.
“Changing into a real life-style model is about popping up the place our individuals reside and breathe,” mentioned Panzanella, pointing to ongoing Durex partnerships with musicians together with Yungblud and Sam Smith.
“Vogue was the area we hadn’t but tapped, and we have been thrilled to have had such a terrific companion in Diesel for our first endeavor into the area,” he added. “However we’re excited to have much more partnerships coming down the pipeline as effectively.”
