At Diesel, Glenn Martens swaps the runway for an Easter egg hunt

On Tuesday 23rd of September 2025, Glenn Martens kicked off the Milan Fashion Week by, once again, shaking up the codes. Instead of a classic runway show, the Belgian creative director staged a giant “Egg Hunt” open to the public and turned the city into a real playground.

The Diesel Spring/Summer 2026 collection.

Glenn Martens plans a monumental egg hunt in Milan

What if the traditional fashion show as we know it were to disappear one day? For years, this recurring question has haunted the fashion industry. As Glenn Martens had already sparked his own revolution by inviting 1,000 people to join his Fall/Winter 2024-2025 show on Zoom, the designer is clearly never running out of ideas.

On Tuesday 23rd of September 2025, Glenn Martens opened the Milan Fashion Week and unveiled 55 looks for the Diesel Spring/Summer 2026 collection. But instead of striding down a catwalk on models, the silhouettes were scattered across the streets. Each one of them was displayed inside a transparent, egg-shaped capsule, blurring the line between urban art installation and fashion presentation.

Passersby were invited to wander through the city to discover the looks and try their luck at winning one of the prizes awarded to the quickest participants. “This is Diesel for the people, a collection discovered by the public at the same time as everyone else. Fashion is a game, everyone gets to be on the front row,” Glenn Martens explained in a statement.

A hybrid and experimental Diesel wardrobe

If the setup comes as a surprise, the collection itself stays true to Diesel’s DNA. Glenn Martens, who has recently been appointed at Margiela, once again multiplies his experiments with denim. This season he revamps it in recycled satin, vivid colours and with X-ray for a textured result.

It appears on apron dresses, sleeveless biker jackets and deconstructed coats. Leather also serves as another field of experimentation. Mini-skirts and raw-edged dresses mimic animal hides but are overlaid with hybrid patterns.

With this Spring/Summer 2026 collection, Glenn Martens reaffirms both his taste for disruption and his flair for entertainment. Last January, he transformed a warehouse into a sea of denim for the Diesel Fall/Winter 2025-2026 show. This time, he has invented an open-air, participatory, and playful fashion experience in Milan… Leaving us eager to see what his next move will be.