Diesel marked the launch of its first feminine fragrance, Only Desire, with a large-scale installation in Milan’s Piazza San Babila. Titled Confess Your Desire, the three-day activation invited visitors to explore the fragrance through a series of visual, sensory, and interactive spaces.
FRAGRANCES
The experience opened on July 6 with a private event hosted by Dove Cameron, the fragrance ambassador and face of the campaign. Content creators and members of the international press attended the inauguration before Diesel opened the installation to the public on July 7 and 8.
Diesel divided the space into three sections. The Throne of Desire recreated the campaign setting and invited guests to pose on the same throne associated with Cameron’s imagery. The Confessional Room offered a private space where visitors could record or express personal hopes, ambitions, and desires. The final section focused on olfactory discovery, allowing guests to experience the fragrance and its central contrast between warm vanilla and sharper metallic notes.
Glenn Martens oversaw the creative direction of Only Desire, which introduces a new fragrance chapter for Diesel. The composition centers on Bourbon vanilla from Madagascar, sourced through fluid extraction, alongside AmberXtreme and platinum aldehydes. Together, the notes create what the brand describes as a metallic vanilla accord, combining warmth with a sharper, cooler edge.
The installation extended the campaign into a physical environment and encouraged visitors to document and share each stage of the experience. Through its scale and interactive format, Diesel positioned the fragrance launch as a public event built around personal expression and contemporary femininity.
Only Desire is now available at Diesel boutiques, selected retailers, and through the brand’s online store.
