Diesel’s Holiday 2025 campaign is an ode to an improbably lovable Santa. Instead of holly-jolly, she’s grumpy-dumpy, a little worse for the wear. In the latest chapter of the ongoing visual collaboration between creative director Glenn Martens and art director Christopher Simmonds, Diesel applies its wry, subversive sense of humor to the classic festive family Christmas photo. Shot by Connor Cunningham, the entire concept is turned on its head.
Ho, ho, ho! Climb on up on Santa’s lap and tell her what you want for Christmas. Have you been good this year? Santa hasn’t and she is breaking with tradition this season. She’s tired. She’s been naughty. But she’s still nice enough to show up with a reindeer and a makeshift fireplace so everybody gets their holiday photo-op and goes home happy. Santa lets the kids crawl all over her, yelping, “Santa, I want a Diesel leather puffer!” You know what Santa wants, little ones? Santa wants a massage chair and paid overtime.
The kids are fully grown, yet never too old to hop on the woman in the red suit’s lap and ask for presents. Topping their lists this season are Prince of Wales Denim, featuring twisted takes on gentleman’s tailoring and ladylike suits crafted in denim. They want party looks, such as slinky dresses in abstract floral-print lame, and party shoes. For example, the Amber wedge sandals or the D-Tex lace-up shoe with an XL lug sole.
The Grab-D Bag’s scrunched hobo silhouette is a great gift to give, even better to receive. Deck the halls and your 1DR Dome bag with charms in the shapes of other iconic Diesel pieces. Trim your tree and your look with Oval D belts and belt charms. Stuff all the stockings you can find with the D-Rush watch, Volcano Oval-D and Spike jewelry.
Finally, have a Merry Christmas and a Happy New Year. Leave the cookies out for Santa. But don’t forget the massage chair.
