
Diesel celebrated the grand opening of its new store at ION Orchard in Singapore with a star-studded affair that saw Thai actors Bible Wichapas Sumettikul and Jespipat Tilapornputt—ELLE Singapore's October 2024 digital cover stars—stepping out in looks from the brand’s fall/winter 2024 collection. Malaysian pop sensation Angel, from girl group Dolla, also made an appearance, adding to the celebrity buzz of the evening.
The 1,872-square-foot boutique, designed under the direction of Glenn Martens, features Diesel’s signature bold, industrial aesthetic. Its storefront, emblazoned with luminous 3D Diesel lettering, creates a striking contrast against the sleek façade of ION Orchard. A massive LED video wall, featuring dynamic Diesel visuals, completed the brand’s red-tinted takeover of the ION entrance.
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Inside, Diesel’s latest ready-to-wear pieces and accessories took centre stage, including the debut of the Scrunch-D bag, a leather creation shaped into the brand’s iconic ‘D’, and the Charm-D handbag, with its quilted denim design and rhinestone Diesel letter charms. Bible and Jespipat, both dressed in runway-ready Diesel looks, embodied the brand’s rebellious spirit as they explored the collection.
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Diesel’s new ION Orchard boutique showcases more than just fashion—it highlights the craftsmanship behind the brand’s pieces, including its Trompe L’Oeil of Denim theme, where traditional denim is transformed through distressed jacquard fabrics into something entirely new. Shoppers can also find signature denim coats, sweat-effect burnt-out tanks, and the brand’s iconic 1-DR bags on display.