Smile! Diesel’s Holiday 2025 campaign is here—and it’s unlike any festive moment you’ve seen before. Instead of a warm, rosy-cheeked Santa full of holly and good cheer, this season the brand brings a witty and refreshingly honest take on the classic family photo-with-Santa tradition.
A Different Kind of Santa
Ho, ho, ho—climb right onto Santa’s lap and tell her what you want for Christmas. But be warned: this Santa is not your typical holiday icon. She’s exhausted. She’s been naughty. And she’s completely overworked—but generous enough to roll up with her reindeer, prop fireplace, and signature Diesel attitude so everyone gets their holiday memory to take home.
Kids (even the fully grown ones) clamber all over her yelling, “Santa, I want a Diesel leather puffer!” Santa, meanwhile, is dreaming of something even better—paid overtime and a massage chair.
Diesel Turns Christmas on Its Head
The campaign marks the latest visual collaboration between creative director Glenn Martens and art director Christopher Simmonds, shot by Connor Cunningham. With Diesel’s signature irreverent sense of humor, the brand flips the traditional festive portrait and gives it new life—with a Santa who’s completely relatable and instantly iconic.
Grown-Up Kids, Grown-Up Wish Lists
Age doesn’t stop anyone from sitting on Santa’s knee and asking for gifts. And this season’s wish lists are downright Diesel:
- Prince of Wales Denim, reinventing tailoring and ladylike suits with a modern twist
- Slinky abstract floral-print lamé dresses perfect for holiday parties
- Statement shoes like the Amber wedge sandals and D-Tex lace-up shoes with XL lug soles
Santa’s bag is full, but there’s always room for more.
Deck Yourself Out in Diesel
The gift ideas don’t stop at apparel. Accessories are just as bold and memorable:
- The Grab-D Bag, the ultimate gift to give—or keep
- The 1DR Dome bag, decked in Diesel charms
- Oval D belts and belt charms to trim more than just your tree
- Stocking stuffers like the D-Rush watch, Volcano Oval-D pieces, and Spike jewelry
This Christmas, Diesel wants you to decorate yourself as beautifully as your home.
Don’t Forget the Cookies (and the Massage Chair)
As the holidays arrive, Diesel gives us a Santa we all understand: tired but still showing up. So go ahead—leave out the cookies and milk. Just don’t forget the massage chair.
Merry Christmas, and Happy New Year—from Diesel.
