The Diesel 1DR bag is the hottest accessory of the moment

Diesel-mania began during last Milan Fashion Week: the Italian conglomerate Only The Brave's brand jumped six places in The Lyst Index Q2 2022's Top Brands of the Quarter, the tech company's quarterly ranking of the hottest fashion brands and products with a top shopping app, which it calculates based on shopper behavior, including searches on and off the platform, product views and sales, social media mentions, activity, and engagement statistics worldwide, over a three-month period. Diesel took the ninth position in the ranking of the hottest brands, and the star of this success is definitely the Diesel 1DR bag, the first most searched women's product in the world this quarter.

It is precisely the recognizability given by the logo, along with its hobo 2.0 shape that hints at the shape of the 1970s but revised in a digitally affable key, along with the availability in different versions and the sturdy structure that makes it the first among the micro-strap bags, whose searches increased by 59 percent this quarter. Above all, the bag is genderless. In the summer of 2022, micro-bags are a must-have, and Martens winks at the trend by injecting much of his signature offbeat codes into the brand's line of bags. "We compressed the DNA of the brand into accessories," Martens explains in an interview, "The 1DR bag is direct, easy, sexy, genderless, and fun, which is ultimately exactly Diesel's core value."

The brand's new explosion is thanks to Glenn Martens, creative director of Diesel's Fall/Winter 2022 collection, who invested in its archives and typically '90s ascendancy, dredging up the Y2K biker allure in an aesthetic key. The approach is paying off both creatively and commercially: the Diesel 1DR is representing the brand around the streets of fashion cities, with the logo instantly recognizable on models and celebrities of the caliber of Megan Thee Stallion, Julia Fox, Gossip Girl actress Whitney Peak, and Paloma Elsesser. Thanks to them, demand for the bag increased 317 percent in June alone.