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Spotted on Kylie Jenner & Dua Lipa! Why Is Everyone Obsessed with DIESEL’s 1DR Bag?
FASHION / 2025-03-07
When we talk about DIESEL, the fashion brand that’s been making waves in recent years, it’s hard not to think of its iconic bold “D” logo and its futuristic metallic bags, especially the 1DR handbag. This piece doesn’t just stand out for its design—it took social media by storm, catapulting DIESEL into the global spotlight. So, what’s the secret behind DIESEL’s incredible comeback? Let’s dive into this brand’s story and uncover the magic behind its rise to fame.
DIESEL’s Roots: The Rebel of Denim
Let’s rewind to 1978, when DIESEL founder Renzo Rosso was shaking up the denim world. Not just a designer, but a true disruptor, Rosso wanted to make jeans that were more than just denim—they were meant to be a statement. The name “DIESEL” was a nod to the energy crisis of the time, choosing a powerful, rebellious symbol that mirrored the spirit he wanted to inject into his brand: freedom and defiance. From the very beginning, DIESEL’s jeans weren’t your average pair—they were priced higher, but came with a sense of cool, like wearing confidence and attitude rather than just a piece of clothing. Compared to Levi’s, DIESEL’s denim had a more design-forward approach, making it clear that these jeans were for the bold.
Rebellion and Boldness: DIESEL’s Brand Overhaul
DIESEL has always been about breaking the mold, especially when it comes to its advertisements. Each season, the brand pushes the boundaries with bold, psychedelic, and gender-fluid imagery. One standout moment came in 2016 when DIESEL launched an ad campaign on an adult website, aligning with the millennial obsession with emojis and selfies—an attention-grabbing move that was in perfect sync with the digital age. More recently, during Milan Fashion Week, DIESEL made waves with an art installation made from 200,000 condoms, sparking conversation around themes of “safety” and “respect.” These bold moves prove that DIESEL isn’t just about fashion; it’s about making a statement and shifting societal norms.
DIESEL’s Secret Weapon: Glenn Martens
DIESEL’s resurgence wouldn’t be complete without mentioning Glenn Martens, the creative director who joined the brand in 2020. The Y/Project mastermind injected new life into DIESEL by maintaining its rebellious edge while incorporating modern innovations. Martens took classic denim and reimagined it—think intricate stitching, distressed finishes, and new weaving techniques—giving the brand a fresh, forward-thinking twist. One of his most impactful changes was the bold redesign of the DIESEL logo. The new, minimalistic yet powerful “D” logo made a statement, helping the brand connect with the younger generation while staying true to its roots.
DIESEL’s Signature Piece: The 1DR Handbag
DIESEL’s rise wouldn’t have been the same without the help of celebrities and influencers. Stars like Dua Lipa, Kylie Jenner, BLACKPINK’s Jisoo, Red Velvet’s Joy, and even Korean rapper Jay Park have all been spotted rocking DIESEL in public. Kylie Jenner, in particular, was seen wearing a metallic bodycon dress paired with the D-logo 1DR bag, looking both sexy and futuristic—a look that took over social media. These celebs gave DIESEL the exposure it needed to reach new audiences and further cemented its status as a fashion-forward brand for the new generation.
DIESEL’s Celebrity Love Affair
DIESEL’s rise wouldn’t have been the same without the help of celebrities and influencers. Stars like Dua Lipa, Kylie Jenner, BLACKPINK’s Jisoo, Red Velvet’s Joy, and even Korean rapper Jay Park have all been spotted rocking DIESEL in public. Kylie Jenner, in particular, was seen wearing a metallic bodycon dress paired with the D-logo 1DR bag, looking both sexy and futuristic—a look that took over social media. These celebs gave DIESEL the exposure it needed to reach new audiences and further cemented its status as a fashion-forward brand for the new generation.
DIESEL: More Than Just Denim
Today, DIESEL is no longer just about denim—it’s a forward-thinking, boundary-pushing brand. Under the creative direction of Glenn Martens, DIESEL has redefined modern fashion by breaking away from traditional design concepts and connecting with the needs of a younger audience. From rebellious denim to metallic statement bags, DIESEL has become synonymous with bold design, self-expression, and individuality. It’s not just a brand—it’s a lifestyle, an attitude, and a statement of confidence.
Whether you’re a DIESEL die-hard or a new fan, now’s the time to join the fashion revolution. With its unique, free-spirited, and boundary-pushing approach, DIESEL has become the go-to brand for those looking to make a statement with their style. How could you resist?
