Dear Shaded Viewers,
A letter from Glenn Martens, Creative Director of Diesel
Creative Direction of a global brand comes with responsibilities. Diesel is not talking to a few — we are speaking to everyone. In what we do, in our efforts, in the examples we make and the stories we tell we are spreading our convictions. We have a social impact.
Since the 90’s, Diesel’s advertisement campaigns have set a unique tone of voice, serving as an antidote to the status quo, normalizing taboos, flipping the script on stories of social injustices, minorities, absurd in society. With that in mind, I feel Diesel needs to act more as a platform and amplify deeper, real and amazing stories that can make a difference in the world we live in today.
Diesel has proudly partnered with the Tom of Finland Foundation on a multi-part project. This includes a two- instalment art show—between Venice, Italy and Paris, France—called “AllTogether curated by Tom of Finland Foundation and The Community.
We want to bring a light to a long legacy of queer imagination and perseverance worldwide. Stories of artists in which many have faced discrimination and misrepresentation due to the nature of who they are and what they create.
This is the Tom of Finland Foundation’s first such exhibition of its kind outside of Tom House in Los Angeles, and it has been entirely and proudly underwritten by Diesel.
To give further visibility to this legacy, we feature a specialized Pride 2022 capsule collection with the artwork of some of the same artists of the exhibition that have been curated by the Foundation (you’ll find more information, below).
The capsule has been lensed by Spyros Rennt, showcasing Berlin, Germany’s queer scene— which, just 70 years ago, were still persecuted. A constant reminder that the safe haven some of us are privileged to live, is a result of many battles fought by many generations of activists such as the Tom of Finland Foundation. This battle is still to be fought in so many parts of our world.
This layered approach demonstrates my own viewpoint—and Diesel’s position—of needing to amplify our social responsibility.
I look forward to celebrating Pride with all of you, and for you to be part of this story with us as this partnership continues.