Diesel appoints HANA as its new brand ambassadors for Japan, marking the first time the brand selects an entire group for this role. The seven-member act, made up of CHIKA, NAOKO, JISOO, YURI, MOMOKA, KOHARU, and MAHINA, represents a shift in how Diesel approaches representation. The decision places emphasis on collective identity, moving away from a single face toward a group dynamic that reflects shared energy and presence.
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HANA brings together strong vocal ability, distinct personalities, and a clear focus on self-expression. These qualities align with Diesel’s long-standing values of individuality and freedom. The group operates outside fixed expectations, shaping its image through personal style and performance.
The relationship between Diesel and HANA developed over time. The brand first connected with the group during the release of their July 2025 single “Blue Jeans.” Diesel provided full wardrobe styling for jacket visuals, the music video, and promotional appearances tied to the track. This collaboration generated strong attention, drawing interest through the connection between HANA’s image and Diesel’s products.
Following this initial partnership, Diesel and HANA continued to build on shared direction. The alignment between the group’s creative approach and the brand’s design language became more defined. What began as support for a music release developed into an ongoing relationship, shaped by consistency in tone, styling, and presence.
In newly released visuals, HANA appears in a range of Diesel looks built around denim. The styling includes jeans, jackets, tops, and underwear with denim-based details, along with the new D-LINE bag.
HANA describes its connection to Diesel through personal experience. “Diesel has been a brand we’ve admired since we were young. We love how its designs can accompany us on days when we want to feel strong, as well as days when we just want to be ourselves. As HANA, who values staying true to what we love, we hope to share the unique appeal of Diesel with many people.”
The appointment also connects to Diesel’s broader plans. By working with HANA, the brand aims to strengthen its presence in Japan while expanding its reach internationally. The collaboration positions the group as a point of connection with a younger audience, particularly within Gen Z, where HANA has built a strong following. Diesel defines a new direction centered on group identity and shared expression, with HANA shaping how the brand communicates through image and styling.
