Diesel, the renowned lifestyle and fashion brand, has proudly named Hoshi, a member of the K-pop sensation Seventeen, as their new brand ambassador. This announcement underscores Diesel’s strategic focus on the APAC region, highlighting the brand’s ongoing commitment to expanding its influence and resonance in this vital market. This move follows closely on the heels of Diesel’s recent appointment of Damiano David, lead vocalist of the rock band Måneskin, as their first Global Male Ambassador, reinforcing Diesel’s deep-rooted connection to the music scene.
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Hoshi, known globally for his charisma and freedom of expression, embodies the core ethos of Diesel. His dynamic presence and influential status in the K-pop industry aligns with Diesel’s bold messaging. Hoshi expressed his excitement about the partnership, stating, “I am happy to be part of Diesel’s family as a brand ambassador, as this will enable me to show various aspects of myself with Diesel to the world.” This collaboration between Hoshi and Diesel has been in the works since early 2024, with Hoshi actively participating in several of Diesel’s global events. Notably, he graced the FW24 runway show in February 2024 and attended the grand opening of Diesel’s Shibuya store in May, laying a strong foundation for their partnership.
In further celebration of this significant collaboration and the importance of the APAC market, Diesel is set to open its third and largest store in Korea on July 20th. Designed by Diesel’s creative director Glenn Martens, the new store will feature Hoshi as a guest at the opening party, marking a milestone in Diesel’s expansion in Asia. The space will showcase Diesel’s latest collections and introduce an exclusive VIP lounge area, embodying the brand’s bold and experimental new store concept. It will offer a wide range of Diesel’s latest collections, including exclusive ready-to-wear items inspired by the brand’s iconic silver color and the signature 1DR bag, available only at the Diesel Dosan store.
Diesel, founded by Renzo Rosso in 1978, has evolved from a denim-centric brand to a leader in premium fashion, offering an alternative to the established luxury market. Under the creative direction of Glenn Martens since 2020, Diesel continues to push boundaries with its apparel, accessories, and diverse lifestyle ingrained in its DNA, supported by its parent company OTB, an international fashion and luxury group that powers various iconic global brands. This innovative spirit and commitment to excellence are reflected in Diesel’s expansion efforts and strategic appointments, such as that of Hoshi, to drive the brand’s growth and cultural relevance worldwide.
The integration of Hoshi into Diesel’s global family is an example of the brand’s forward-thinking approach and dedication to embracing diverse influences. As Diesel continues to strengthen its presence in the APAC region, the collaboration with Hoshi not only enhances the brand’s visibility but also resonates deeply with a new generation of fashion enthusiasts who value authenticity.
