Diesel launches the treasure search to mark the opening of Milan Fashion Week

The hunt is underway. After presenting its spring/summer 2026 collection on the catwalk to open the Fashion Week of Milan Women on September 23, Diesel will launch, later that night, an interactive urban game of real size. Conceived as a treasure search open to all by the creative director Glenn Martens, channels his playful spirit and his impulse to democratize fashion.

The participants will be invited to start in search of looks of the newly invalted collection by Glenn Martens, scattered throughout the Milan within large transparent eggs. Everyone can participate in this unique search for free eggs; Simply register for the search for diesel eggs on the brand's website.

Each player will receive a dynamic map that guides them to the different looks. The first to arrive will be rewarded with personalized pieces from the collection of next spring, head -to -to -headed denim looks and the iconic 1 Drome bag, Diesel said in a press release. Piazza Beccaria, in the center of Milan, will serve as a meeting point for curious spectators, players and guests, with live music, a bar and entertainment to keep the night running.

Last season, the label owned by the Italian Fashion Group of Renzo Rosso Otb organized an unprecedented event dedicated to street art, which brings together Graffiti artists around the world in Milan during a whole day to create a vast canvas to serve as a fashion curtain for its fashion parade.

With this new interactive, playful and original initiative, Diesel reaffirms its image as a non -conformist brand. He takes the brand even closer to the broader audience, while attracting attention at an at a time when Milan will be at the center of attention.