The Milan Fashion Week has already seen some head-turning moves by leading brands and initiated various conversations around key issues. Fashion has been a key tool that helps propagate important messages, drive awareness and initiate difficult conversations. Diesel - the brand known for its youthful approach and stellar communication, opened a much-needed conversation around sex positivity with a unique collaboration with Durex Condoms. Ahead of its fall fashion launches, Diesel created a mountain of condoms, all covered in a pop colour in red and white boxes. Condom Orders on Swiggy Instamart! Mumbai Tops Indian Cities in Ordering Condoms Claims Survey.

This condom mountain follows Diesel’s viral shows by Martens staged around massive human balloon sculptures. This collaboration, while eye-catching, actually goes deeper than just being a brand activation. Diesel and Durex are all set to launch a spring collection named “For Sucsexful Living”, a cheeky take on Diesel’s tagline of “For a Successful Living.” in addition to the magnanimous installation, Diesel has also announced that they will promote sex positivity by distributing free condoms from April onwards!

Free Condoms For Everyone!


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Diesel X Durex Condom Mountain

Netizens Share Photos From The Fashion Show

The invite to the Diesel show at Milan Fashion Week was also a box of condoms with the Durex x Diesel Branding, nailing the brand’s messaging on every front. Sex positivity is considered to be the fourth pillar of feminism and with this show and the collaboration, Diesel is really driving forward this messaging amongst its audience. In addition to this, the brand has also confirmed to distribute 300,000 boxes of condoms for free at the Diesel stores! What are your thoughts on this activation, the show and the messaging?

(The above story first appeared on LatestLY on Feb 24, 2023 03:00 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website