Diesel has unveiled a new collaboration with Durex at Milan Fashion Week.
The partnership was unveiled during Wednesday’s show at Superstudio Maxi. On the catwalk there sex positivity from the designer’s Fall Winter 2023 collection Glenn Martens.
The D of Durex merges and confuses with that of Diesel. Two inclusive brands come together in favor of sexual freedom giving a precise message to their audience with the slogan “For sucsexful living”.
Diesel’s invitation to FW 2023
The models paraded around a mountain of 200,000 boxes of Durex condoms with the red and white Diesel logo.
Avant-garde scenarios have become a Diesel signature since he returned to Milan Fashion Week last year.
We were aware that “safe sex” was already in fashion, in 2017 the brand born from the creative genius of Virgil Abloh, Off-White had launched condoms with the words “SAFE” and its logo.
We had seen something similar in 2019 when Demna Gvasalia for the presentation of the SS20 collection by Vetements during the Paris Fashion Week Men he had delivered invitations with branded condoms.
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The Italian denim brand has also teased the arrival of a clothing capsule with Durex, which includes co-branded T-shirts, jeans and caps. The collection is expected to launch in April.
As a further commitment of both brands to promote sexual freedom and safe sex, 300,000 Durex condoms will be exhibited and distributed free of charge at Diesel points of sale around the world.
The brand that produces and distributes condoms, lubricating gels and other products for sexual well-being, we know well that it has fear of challenging taboos.
Denim is not “virgin” territory for Durex. In 2017, the company introduced a range of its condoms in India with a slimmer package, designed to disappear into jeans pockets.
The product and campaign aimed to break the taboo of buying and carrying condoms in South Asia, where condom use was not widely accepted.
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