DIESEL PLANS PUBLIC TREASURE HUNT IN MILAN STREETS

Diesel

Summary

• Diesel hosts public treasure hunt in Milan after Fashion Week show on September 23
• Participants follow maps to find transparent eggs containing spring/summer 2026 clothing pieces
• Event runs free from 7:30 PM to 11:00 PM with registration through dedicated web app

Following its Milan Fashion Week debut, Diesel moves its latest collection from the runway to Milan's streets. The brand launches a city-wide treasure hunt called "Egg Hunt" to make fashion more accessible to the public.

The event begins September 23 at 7:30 PM and continues until 11:00 PM. Participants receive maps directing them to transparent eggs scattered throughout Milan. These eggs contain pieces from the spring/summer 2026 collection designed by creative director Glenn Martens.

Piazza Beccaria serves as the event headquarters. The location features live music, entertainment, and bars for participants and spectators. The space accommodates both treasure hunters and curious observers throughout the evening.

Registration occurs through a dedicated web application. The event costs nothing and welcomes public participation. Anyone interested must sign up online before attending.

Diesel positions this initiative as part of its effort to democratize fashion. The treasure hunt format allows ordinary people to engage with high-end fashion pieces outside traditional retail settings. Participants compete for actual clothing items rather than promotional materials or discounts.

The brand chose Milan's streets as the venue to extend its Fashion Week presence beyond industry insiders. This approach transforms the entire city into a fashion showcase, moving beyond conventional runway presentations.

Glenn Martens' spring/summer 2026 designs feature in the hidden eggs. The collection made its official debut during Milano Fashion Week before transitioning to this public format. The treasure hunt gives broader audiences direct access to the designer's latest work.

The timing follows immediately after Diesel's runway show, creating continuity between the formal presentation and public engagement. This scheduling allows the brand to maintain momentum from its Fashion Week appearance while expanding its audience reach.

Milano's streets become an extended fashion venue through this initiative. The citywide scope requires participants to explore different neighborhoods, potentially discovering new areas while searching for prizes. This geographic spread increases the event's visibility across Milan.

The free admission removes financial barriers typical of fashion events. Traditional fashion presentations limit attendance to industry professionals, media, and select customers. This treasure hunt opens participation to anyone willing to register and explore the city.