EssilorLuxottica has debuted its first Diesel eyewear collection since signing an exclusive 10-year license with the brand last year.
Developed under the creative direction of Glenn Martens — who recently was named creative director at Maison Margiela while continuing his tenure at Diesel — the collection explores materials and technologies channeling Diesel’s irreverent approach and growing base of Gen Z consumers.
“Eyewear is a special category, the full brand identity is condensed in one single object that immediately captures the essence of a look,” Martens explained.
For the spring 2025 eyewear collection, he drew inspiration from the same otherworldly vibe as his ready-to-wear lineup.
“The contrast of futuristic designs with streetwear-inspired aesthetics creates this blend of unexpected, which ties back to the themes of self-expression and individuality that Diesel celebrates. We’ve combined our bold and provocative style with EssilorLuxottica’s unique craftsmanship and innovation to create a truly cool accessory. We’ve managed to design a collection that reflects this fun, cheeky vibe, ensuring that as a lifestyle,” he said.
Sustainbility is a key part of the brand’s ready-to-wear and Martens said it also plays a “significant role” in his eyewear offering. “Since the beginning of the collaboration, we’ve made it a priority to achieve the best results in terms of lowering the impacts of our products, exploring and incorporating more responsible materials into our designs. In our eyewear collection, we’ve focused on innovative materials like bio-based nylon, recycled acetate.”
The addition to the EssilorLuxottica stable of brands is seen as a “significant addition to the group’s diverse portfolio, strengthening its presence in the bold, fashion-forward segment,” explained Valentina Cerchiari, senior director of marketing at EssilorLuxottica. “Diesel has always been a real alternative to traditional luxury — driven by innovation, self-expression and a fearless attitude. This collection introduces Diesel’s provocative, irreverent style to the eyewear space while benefiting from EssilorLuxottica’s craftsmanship, innovation and extensive distribution network.”
New Diesel frames by EssilorLuxottica
Courtesy EssilorLuxottica
The new collection offers 45 styles, 14 optical and 31 sun, with a total of 176 stock keeping units. Styles are priced around $200. “By merging Diesel’s distinctive design language with EssilorLuxottica’s expertise, the collection offers a fresh, Y2K-inspired take on modern eyewear that appeals to a new generation of consumers,” Cerchiari said.
The wholesale distribution strategy follows EssilorLuxottica’s multichannel approach, “leveraging its extensive global network of premium optical retailers, department stores and select Diesel boutiques” with the goal to position Diesel “as a strong fashion eyewear contender while ensuring accessibility through both independent and major retail partners,” Cerchiari said, adding that the collection “has gained strong momentum, particularly among younger consumers and trendsetters.”
New styles like Trini-D-Y, which comes in plastic and metal, lean heavily into the Y2K trend and are meant to be gender inclusive.
“Our customer doesn’t fit into labels or expectations, they value authenticity and individuality, just like we do at Diesel,” Martens said. “Our genderless eyewear speaks to that mindset. It’s about creating pieces that anyone can wear, allowing them to express their personal style. Eyewear is a key accessory that can complete and elevate any look. It’s not just about functionality, but about making a statement. We want our eyewear to embody confidence and attitude. We are talking to every single person regardless of who you are, where you come from, which mentality you have, which sexuality you have. I think as long as you have successful living in mind, you will find one of the frames that reflects your mood.”
Martens sees eyewear like ready-to-wear, as “a statement piece, but it’s also intensely personal” and sees a distinction between creating his rtw and eyewear. “While the process for creating eyewear and ready-to-wear may seem similar in some ways, the focus is different. With rtw, the goal is to craft an overall silhouette and ensure that all the pieces come together seamlessly to create a cohesive image. Both require an immense attention to detail, but when you’re designing eyewear, you’re focused on the precise balance of form and function.
“In designing eyewear, we focus on creating frames that have a strong identity — bold, distinctive shapes that still keep a level of versatility, so they can be worn every day. It’s about the curves, the materials are extremely sinuous, almost liquified, perfectly fitting on your face. All the plastic frames have been treated, painted, giving them that unique, distressed denim feeling Diesel is known for,” he said.
Diesel has long been been seen as a brand aligned with individuality, self-expression and inclusivity, “values that align seamlessly with Gen Z’s mindset,” Cerchiari said. The new collection continues that theme, “offering genderless, statement-making eyewear designed for a diverse, style-conscious audience that seeks authenticity over tradition.”
She pointed to the Trini-D-Y plastic range as an example, which “taps into the resurgence of Y2K aesthetics, featuring edgy urban silhouettes with a modern Diesel twist. By blending nostalgic inspiration with contemporary innovation, Diesel eyewear captures the energy of today’s youth culture while reinforcing the brand’s relevance in the fashion eyewear market.
“Beyond aesthetics, the collection integrates advanced materials and lens technologies, ensuring both function and fashion,” she said. “With a commitment to sustainability, Diesel’s vision extends beyond design — embracing a future where creativity, quality and responsibility coexist.”
