By Jessica Ye (Jessica Yap)
Diesel has found its new face of desire, and the casting feels instinctive.
Dove Cameron has officially been named the global ambassador for ONLY DESIRE, the first feminine fragrance released under Glenn Martens’ direction for Diesel. On paper, it reads like another celebrity fragrance announcement. The campaign itself feels far moodier than the usual fragrance rollout.
Shot by Harley Weir and directed by Amber Grace Johnson, the film moves through sculptural orchids, lacquered shadow and high-gloss surrealism, building towards Diesel’s idea of the “throne of desire.” Less beauty campaign, more staged emotion.
Dove has always had an edge to her femininity. Even during her Descendants years, she carried herself differently from the usual Disney mould. Too melancholic. Too self-aware. Too drawn towards darkness. Over time, that softness curdled into something sharper and far more fashion-facing.
Not rebellion manufactured by a PR team. Not the usual “former child star gone edgy” routine either.
Just someone who understands image.
That energy slips neatly into Diesel’s current universe. Under Glenn Martens, the brand has become dirtier, stranger and emotionally louder. Denim slashed apart at the seams. Beauty that looks slept in. Campaigns that feel half-delirious. Even the name ONLY DESIRE feels excessive in a way that makes sense for Diesel right now.
The campaign is framed around desire as something claimed, not contained — expressed in the line: “My Desire. My Power.”
The clean girl era was never going to survive forever. Fashion always swings back towards ruin eventually. Smudged eyeliner. Destroyed denim. Girls who look emotionally unavailable in expensive clothes.
Diesel knows exactly what it’s doing here.
And Dove Cameron, with her bruised-heart pop presence and permanent air of beautiful instability, fits straight into the picture.
