Smells Like Gen Z: Diesel Launches Women’s Fragrance
Diesel is launching a new women's fragrance called Only Desire, designed to appeal to a broader consumer base. The fragrance bottle is uniquely shaped like a pierced-open orchid and will be priced at €75 for a 30ml bottle. This launch marks Diesel's return to the women's fragrance market after 15 years, aiming to capture growth in the booming fragrance category.
- ▪Diesel's Only Desire fragrance is set to launch globally online and in stores this month.
- ▪The fragrance bottle is designed to resemble a pierced-open orchid.
- ▪Diesel aims to increase its appeal to women, who currently account for a smaller portion of its revenue.
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FragranceSmells Like Gen Z: Diesel Launches Women’s FragranceBy Hikmat MohammedMay 20, 2026Diesel FW26. Photo: Getty ImagesSave StorySave this storySave StorySave this storyDiesel’s creative director, Glenn Martens, is obsessed with objects. His FW26 show featured 50,000 pieces of memorabilia from the brand’s shows, parties, window displays, events, and offices. And his show invites are often crafted using Murano glass from the brand’s native Veneto region, fashioned into butt plugs or bananas. Now, the brand is adding another special object to the mix — a fragrance bottle designed to look like a pierced-open orchid for its new women’s scent, Only Desire, launching this month globally online and in Diesel stores.“Diesel is a $1 billion — more or less — business in fashion.
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Excerpt limited to ~120 words for fair-use compliance. The full article is at Vogue.
