D by Diesel, Glenn Martens’ First Fragrance, Smells Like Denim


Glenn Martens is set to launch his first fragrance with Diesel in July.

While the Italian brand currently offers an array of colognes including BAD, Spirit of the Brave, and Sound of the Brave, its upcoming release will mark the its first unisex scent, as well as Martens’ first-ever foray into fragrance.

Enter: D by Diesel, a concoction created by fragrance manufacturer Givaudan and licensed by L’Oréal. Formulated by perfumers Nisrine Grillié, Shyamala Maisondieu, and Louise Turner, the scent is a bright, summery spritz that channels the feeling of wearing your favorite pair of jeans — a natural fit for Diesel, which has long specialized in denim. According to WWD, notes include bourbon, Madagascar vanilla, and lavender.

As for the packaging, Martens wanted D by Diesel to fit in with the brand’s pre-existing family of scents. While Spirit of the Brave, Sound of the Brave, and Only the Brave arrive in fist-shaped bottles, D is poured in a refillable glass atomizer that appears crushed — as if the aforementioned fist squeezed it.

The scent has reportedly been in the works since Martens joined Diesel as creative director in 2020. “We shared our common goals about the brand and his vision for [it], and decided to create together a new fragrance which could be the expression of his new vision of Diesel,” L’Oréal’s Global President of International Designer Fragrances Guillaume de Lesquen told WWD.

Martens’ expansion into fragrance is fitting, considering the designer’s widely lauded revitalization of Diesel as a fashion and lifestyle brand (see: Diesel’s much-pushed slogan, “For Successful Living”). So get ready: come July, you won’t just wear Diesel denim — you’ll smell like it, too.

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