diesel | the call her santa holiday 2025 campaign

Christmas season isn’t always fun and jolly, especially if you’re Santa. For Holiday 2025, Diesel is asking us to climb onto her lap, because this year, Santa is a thoroughly fed-up, gloriously naughty woman in need of a serious massage chair.

The new campaign, ‘Call Her Santa,’ is the latest visual collaboration between Creative Director Glenn Martens and Art Director Christopher Simmonds, and it applies Diesel’s signature wry, subversive humour to the most sacred of seasonal traditions: the festive family photo. Shot by Conor Cunningham, the entire concept is turned on its head.

Instead of a wholesome scene, we are presented with an ode to an improbably lovable, “grumpy-dumpy” anti-heroine. The setup is classic, featuring a makeshift fireplace and a reindeer, but Santa is having none of the holly-jolly nonsense. 

The wish list, naturally, is pure Martens-era Diesel. The campaign highlights the Prince of Wales Denim, which twists tailoring conventions by crafting gentleman’s trousers and ladylike suits entirely from denim. The party looks aren’t any less special: slinky dresses in abstract floral-print lamé, paired with dramatic party shoes like the Amber wedge sandals or the D-Tex lace-up shoe with its hefty XL lug sole.

For stocking stuffers, the brand’s accessories are ready to decorate more than just the tree. The Grab-D Bag makes an appearance in its delightfully scrunched hobo silhouette. Collectors can deck their 1DR Dome bags with playful charms shaped like miniature iconic Diesel pieces and finish their look with Oval D belts, the D-Rush watch, and bold Volcano Oval-D and Spike jewellery.

Discover the Holiday collection here.

photography. courtesy of Conor Cunningham
words. Gennaro Costanzo