The Diesel Eyewear Launch Event marked the mesmerizing debut of an exciting new partnership, showcasing a collection that blends Diesel’s bold, fearless and provocative style with EssilorLuxottica’s unique craftsmanship, innovation and distribution capabilities. 

The new Diesel eyewear collection is a testament to the brand’s commitment to excellence and a reflection of its distinctive DNA. The launch event, held this February at the Allianz Cloud arena, was a grand celebration attended by approximately 1,000 guests, including international influencers, celebrities and members of the press. The venue, which also hosted the FW25 fashion show earlier in the day, was transformed into an immersive “Dare to be Diesel” experience. 

The event's centerpiece was a Guinness World Record inflatable sculpture, bringing underground graffiti culture to the forefront. The arena was adorned with 3.2 km of fabric featuring graffiti designed by a global street art collective, comprising both professional and amateur artists from countries including China, UAE, India, Italy, Japan, Saudi Arabia, South Africa and the USA. This vibrant setting perfectly encapsulated Diesel's provocative style, offering guests an unforgettable experience. 

The event not only celebrated the launch of the Diesel eyewear collection but also underscored the brand's innovative spirit and its ability to push boundaries. The collaboration with EssilorLuxottica leverages its unparalleled expertise in craftsmanship, innovation and distribution.