Diesel launches treasure hunt to mark opening of Milan Fashion Week

The hunt is on. After unveiling its Spring/Summer 2026 collection on the runway to open Milan Women’s Fashion Week on September 23, Diesel is set to launch, later that evening, a life-sized interactive urban game. Conceived as a treasure hunt open to all by creative director Glenn Martens, it channels his trademark playful spirit and his drive to democratise fashion.

Participants will be invited to set off in search of looks from the just-unveiled collection by Glenn Martens, scattered across Milan inside large transparent eggs. Everyone can take part in this unique egg hunt free of charge; simply register for the Diesel Egg Hunt on the brand’s website.

Each player will receive a dynamic map guiding them to the different looks. The first to arrive will be rewarded with personalised pieces from next spring’s collection, head-to-toe denim looks and the iconic 1DR-Dome bag, Diesel said in a press release. Piazza Beccaria, in the centre of Milan, will serve as the meeting point for curious onlookers, players and guests, with live music, a bar and entertainment to keep the evening going.

Last season, the label owned by Renzo Rosso’s Italian fashion group OTB organised an unprecedented event dedicated to street art, bringing together graffiti artists from around the world in Milan for an entire day to create a vast canvas to serve as the backdrop for its fashion show.

With this new interactive, playful and original initiative, Diesel reaffirms its image as a non-conformist brand. It brings the brand even closer to the wider public, while drawing attention at a time when Milan will be in the spotlight.