MILAN — Judging by Diesel’s latest collaboration, there’s no successful living without successful loving.
The brand is tweaking its longtime motto for its new tie-up with Tinder, which was conceived for Pride Month and is aimed at celebrating love in all forms. The project includes a capsule collection and campaign designed to amplify the message of LGBTQIA+ freedom of expression, sexuality and individuality, in addition to a combined donation to support the community.
Shot in lo-fi, VHS-style raw footage, the campaign is conceived as a documentary-style audition exploring the concept of love with a spirit of curiosity and openness, in a nod to the attitude driving millions of connections on the dating app.
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American artist, model and fashion designer Gigi Goode was tapped to conduct the interviews and interact with a cast of LGBTQIA+ community members, discussing with individuals and couples personal preferences, quirks and life lessons that define success across love and relationships. In the clips, questions and moods range from tender and vulnerable to blunt and humorous, spanning from asking what is the best love advice they ever received to what is their view on ghosting.
“Gigi Goode was a natural choice; she represents a way of thinking about identity that feels very much in line with Diesel’s and Tinder’s values,” Diesel’s creative director Glenn Martens told WWD. “She’s sexy and self-aware and she moves across different spaces, from fashion to performance, without losing her authenticity and embodying that same openness and directness that is in our DNA.”
Martens said working with Tinder on the project “felt like tapping into the same mindset,” too.
“It’s not about idealizing love, but defending it and giving it a voice, one that creates space for all its forms and, above all, for something real,” said the designer, highlighting the shared attitude of “no rules, no fixed definitions, just the freedom to connect on your own terms. That’s where our worlds meet. Only in this way can love truly succeed.”
Tinder’s chief marketing officer Melissa Hobley echoed that the partnership was “about opening up the possibilities of what love can look like.”
“For so many people, especially within the LGBTQIA+ community, love has always been expansive, fluid and deeply personal. At Tinder, we don’t define what successful love looks like. We help people discover it for themselves, and this partnership and collection with Diesel celebrates that spirit of exploration, visibility and connection,” Hobley said.
“Dating today is so much about how you express who you are, and fashion is a big part of that. Before you even say a word, your style is already telling your story,” she continued. “With Diesel, we wanted to celebrate that in a way that feels real to this moment, where fashion and connection go hand in hand, and being unapologetically yourself is what leads to the most meaningful matches,” added Hobley, quipping that she looks forward to seeing “our jeans on a date.”
The Diesel x Tinder capsule collection will include 17 items across men’s, women’s and unisex ready-to-wear, denim and accessories cobranded with a tag displaying both brands’ logos and the tweaked slogan.
Pieces range from ribbed jersey T-shirts, tanks, polo shirts and dresses treated with burnout devore to trompe-l’œil lace lingerie and accessories including denim baseball hats and charm keychains.
Priced between 45 euros and 450 euros, the line will be available in select Diesel stores worldwide and on the brand’s e-commerce from Wednesday.
In addition to the collection, the two parties joined forces to make a donation to Outright International. Diesel, through the OTB Foundation, and Tinder each pledged $100,000 to support the organization’s “Inclusive Solutions: Financial Security, Socio-Economic Growth, and Job Opportunities for LGBTQIA+ People” project. This aims to enhance access to income for LGBTQIA+ individuals by facilitating entry into formal employment and providing guidance, support and coaching for the development of small and medium-sized enterprises. In particular, four LGBTQIA+ organization partners of Outright across Colombia, South Africa, Ukraine and the Philippines will receive funding to implement the program over a 12-month period, starting July 1.
In the past four years Diesel has collaborated with Tom of Finland Foundation on Pride collections, which spotlighted the work of the Finnish master of homoerotic art. For one, last year the collection came with a campaign consisting of a series of portraits that featured models cast on Grindr and photographed in a simple home setting.