Diesel’s Holiday 2024 campaign, “Holiday Excess,” is an unapologetic celebration of excess and unadulterated joy, nothing short of a festive frenzy and entirely expressive of the spirit of “more.”

The visual mayhem that serves as the brand’s showcase of its Spring/Summer 2025 pre-collection is laden with neon tinsel and sprightly trinkets. Under the creative direction of Glenn Martens and art direction by Christopher Simmonds, the campaign objects to the minimalist notions of restraint. When there are no rules, there are no limits. Just the kind of exuberance that threatens to go overboardーand welcomes it.

Imagine a world where Christmas decorations don’t just decorate, they dominate. There’s garishness, there’s glitter, and there’s an overload of twinkling lights, and oversized ornaments. It’s chaotic and it’s a little camp, but it’s everything you never thought you needed in a holiday aesthetic. And yet, it works. In a world where minimalism often rules, Diesel flips the script to highlight unabashed excess.

In a sardonic twist, the campaign contrasts its lavishness with the emotionally lacking. Enter Diesel’s disaffected models, clad in looks from the upcoming SS25 pre-collection. As the background explodes with festive flair, the models remain cool, almost indifferent. Amidst extravagance and nonchalance in such close proximity, tensions arise, and a campaign bursting at the seams with life becomes anchored by the brand’s signature alt vibe. 

It is the line that brings each chaotic scene into sharp focus. Pieces are rugged, rebellious, and just a touch worn-in. Distressed denim washes and utility-style zippers and pockets are paired with bright, bold knitwear and tie-dye T-shirts.

The use of denim, Diesel’s trademark fabric, is reinvented in ways that evoke hedonistic extremes. In a provocative contradiction, coated denim and soft, draped layers mix with utilitarian bodysuits and underwear. Metallic denim jackets, minidresses, and perfectly shredded hems make this collection a holiday wardrobe for the grittily overindulgent, a reminder that Diesel is not just about edge, but also about glamor.

The D-Hammer boots, chunky and anarchistic, contrast with the high-fashion affair that is the seductive Venus Ten&Half stiletto. Accessories are equally daring, with rhinestone Oval D belts, Oval D jewelry, and Close-Up sunglasses turning the bling factor up a notch.

This holiday season, Diesel isn’t looking to scale back. Quite the opposite, it is testifying to the merits of the fabulously gaudy. Don’t just hang a few sprigs of holly, drape the entire house in lights and sequins. Viewers are encouraged to celebrate with abandon. After all, when it comes to Diesel, there is no such thing as too much.