Italian lifestyle company Diesel brought some friends to take over H. Lorenzo’s West Hollywood location on March 30, in celebration of the arrival of their Spring/Summer 2023 collection designed by Glenn Martens. Jaden and Willow Smith, Thundercat, Kaytranada, Roddy Rich, Ty Dolla $ign and Rico Nasty were just some of the celebrities that came out to show love for the Diesel takeover, which will live at H. Lorenzo’s Sunset Boulevard location for six weeks, while the SS23 Runway collection will be simultaneously showcased at their Robertson Boulevard location. The bottom floor was transformed in the brand’s signature red, oversized logo, and bespoke window displays. 

‍

Brian Vidal, known for his NTS radio show Touch and Feel, entertained guests with a DJ set throughout the night, with the celebration continuing late in the night at the West Hollywood EDITION. 

‍

‍

Diesel’s Spring/Summer 2023 Collection – which debuted during Milan Fashion Week last September, with a show that broke the Guinness World Record for the world’s largest ever inflatable sculpture – is the essence of Diesel democracy: denim, utility, pop, and play, where experimentation is for everybody, and the energy is inclusive. Creative Director of Diesel Glenn Martens said “I wanted to open Diesel up to the public, for people who may never have been to a fashion show before. They deserve a spectacle, so we’ve broken the record for the biggest inflatable sculpture in the world. It’s what I believe about fashion and the state of mind – everybody can be part of Diesel.” 

‍

Photographed by Marc Patrick and Virisa Yong