DIESEL NAMES HOSHI AS BRAND AMBASSADOR

Diesel is proud to announce that Hoshi of Seventeen, the K Pop group, has been named brand ambassador, reconfirming the strategic importance of APAC region

Following the recent announcement of Damiano David, lead vocalist for the rock band Måneskin, as brand’s first ever Global Male Ambassador, Diesel remarks its long-standing connection with the music scene, naming the K Pop star Hoshi of Seventeen as brand ambassador for the APAC Market. As a global K-POP icon and thanks to his charisma and talent as well as Hoshi’s self-confidence and the freedom of expressing himself also on stage, perfectly align with Diesel ethos. Diesel's energy and message are strengthened through this partnership.

"I am happy to be part of Diesel's family, as a brand ambassador, as this will enables me to show various aspects of myself with Diesel to the world " – Hoshi 

Hoshi and Diesel have been building a continuous relationship since the beginning of 2024, when the K pop Star attended the brand's global events, such as the FW24 runway show in February and the Diesel Shibuya opening earlier in May.

Reconfirming the importance of the APAC market for the brand, Diesel will open on July 20th its third store - the biggest in Korea - conceived by creative director Glenn Martens. Hoshi will attend the opening party as part of his involvement as ambassador celebrating this brand’s milestone. The space will encompass Diesel's latest stores worldwide, embodying the brand's bold and experimental new store concept, with a brand-new VIP lounge area, a wide range of Diesel’s latest collections but also exclusive offerings, such as some men's and women's ready-to-wear items, inspired by the brand’s iconic silver color, and the brand's signature 1DR bag, which will be available exclusively in Diesel Dosan store.