Fashion

Diesel Takes a Detour to Cairo for Its Latest Campaign

BYYassine Hariss

September 1, 2026

If there’s one perk to adulting, it’s leaving back-to-school season firmly in the past. While students everywhere are mourning the return of early mornings, homework, and rigid schedules, the rest of us are free to squeeze in one last holiday. And apparently, Diesel had the same idea. For its FW26 campaign, the luxury label’s creative director Glenn Martens joined forces with British art director Christopher Simmonds to send Diesel quite literally around the globe, travelling from London to New Delhi with stops in Shanghai, Cairo, and Rio de Janeiro along the way too.

The concept is simple. Models wearing pieces from the Fall 2026 Ready-to-Wear collection were photographed against a red backdrop, then blown up into life-sized cardboard cut-outs and sent around the world. Once they landed, local photographers were given free rein to “embroider the images with their distinctive eye,” essentially taking the same cast of cardboard models and dropping them into completely different corners of everyday life. Streets, rooftops, beaches, and markets became makeshift sets, while locals, curious passersby, and anyone else who wandered into the frame ended up being pulled into the campaign.

In London, Erika Kamano takes the cardboard crew to Piccadilly Circus, where the D-ONE bag and D-COCCO stiletto sandal pose among locals. Shanghai sees Fish Zhang take 3-D Denim, Bicolor Leather, and the new D-Heel jean into the city’s scaffolded streets. In Cairo, Malak El Sawi photographs Wrinkled Boiled Knitwear and Creased Denim from a rooftop overlooking the pyramids. Over in Rio, Rergio Richard heads to Ipanema with the Dois Irmãos mountains in the distance, before Megha Singha brings the whole excursion to a close with a rickshaw tour through New Delhi.

One item in particular will join every leg of the field trip, the D-ONE, Diesel’s new bag of the season, initially introduced on the FW26 runway and designed to go pretty much wherever its wearer does. With a slouchy leather silhouette and buckled straps inspired by worn belts slipping through denim loops, the bag will serve as the campaign’s common thread, making the journey from one city to the next alongside its cardboard companions.

The campaign is already out, so keep scrolling to discover some of our favorite shots from Diesel’s little world tour.