Diesel Names Damiano David First Global Brand Ambassador
Diesel is known for taking an unconventional approach to advertising, but its latest move takes a page out of the luxury brand marketing playbook.
On Tuesday, the brand announced that Damiano David, the lead vocalist for the Italian rock band M?neskin, will be Diesel’s first-ever global male ambassador.
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As part of his ambassadorship, a genderless capsule collection co-designed by David and Diesel creative director Glenn Martens will launch later this year. In a video announcing the partnership, David said he and Martens share a similar mindset.
Diesel teased the partnership earlier this year when David attended the 2024 Met Gala wearing a fully custom Diesel look designed by Martens. He wore a tuxedo reinterpreted with a disintegrating fabric.
“Known for his on-stage charisma, powerful vocals and distinctive personal style, Damiano defines the Diesel man with his spirit of nonconformity, freedom and inclusivity. In his ambassador role, Damiano continues Diesel’s long-standing connection to groundbreaking music, while representing a new vision of masculinity and gender liberation,” the brand stated.
David previously starred in a Gucci Aria campaign alongside his M?neskin bandmates. The band rose to global fame after winning the 2021 Eurovision Song Contest dressed in custom Roberto Cavalli.
The news follows Diesel’s recent announcement that it has inked a 10-year licensing agreement with EssilorLuxottica for the design, manufacture and worldwide distribution of Diesel eyewear.