Diesel Launches Only Desire

Diesel introduces ONLY DESIRE, its first fragrance dedicated to women, launched with Dove Cameron as global ambassador. This marks a new Diesel era devoted to redefining female appetite and magnetism for contemporary culture. 

ONLY DESIRE celebrates feminine desire as a vital force driving empowerment, creativity, and self-expression. No longer an impulse to be suppressed or performed, the inner fire is cultivated as transformative, definitive energy. A woman’s wants and needs are rights to be claimed and expressed on her own term.

MY DESIRE MY POWER: a bold manifesto capturing the transformative energy of feminine desire today.

“In antiquity, desire was often perceived as an irrational longing, an endless impulse born from incompleteness.  For centuries, philosophy and society treated it with suspicion, encouraging restraint rather than expression. Over time, particularly for women, desire became something to control, soften, or silence. 

Today, culture is shifting again. Desire is increasingly understood as a vital inner force, the impulse that drives movement, creativity, and self-expression. The instinct that pushes us to explore, transform, and define our own path. With ONLY DESIRE, Diesel celebrates this contemporary vision: desire not as something performed for others, but as something owned, chosen and lived on one’s own terms.” - Florence Lautredou, coach, psychanalyst and writer.

“With this new chapter, we wanted to capture the DNA of Diesel: a statement of confidence, freedom, and self-expression. From the fragrance to the bottle design, every detail plays with sensuality and attitude. The scent feels soft but leaves a bold presence. The same duality is reflected in Dove Cameron, the face of the campaign, who naturally brings together intensity and softness.” — Glenn Martens, Creative Director, Diesel

“We are thrilled to launch the first feminine fragrance designed <with Glenn Martens and his team. With ONLY DESIRE, we celebrate a new generation of women who embrace their instinct, define their own identity and turn desire into power. ‘My Desire, My Power’ captures this spirit – a declaration of confidence, freedom, and self-expression.” —Sandrine Groslier, Global President of Luxe Fragrance Brand at L’Oréal.          

The Bottle: A Totem of Desire

ONLY DESIRE is presented in clear, sculpted, skin-smooth glass with a silhouette inspired by an orchid, a symbol of femininity, resilience, and sensual vitality. A bold and sensual object, the bottle is a result of craftsmanship and savoir-faire.  Within the vessel, the deep red fragrance glows with the emotional intensity of desire.

At the heart of the flower, a galvanized steel Oval D piercing punctures the glass, transforming the bottle into a piece of jewelry. More than a design element, this detail embodies Diesel’s spirit of nonconformity and self-expression.

The Fragrance: The signature Metallic Vanilla

Master perfumers Nelly Hachem-Ruiz and Paul Guerlain reinvent vanilla, a universally loved, emotionally-charged scent. They reveal its most unexpected facet: Metallic Vanilla.

In a sensual tension between comforting creaminess and animal intensity, orchids melt into a Bourbon Vanilla Signature from Madagascar, exclusively crafted for Diesel. Sustainably grown and obtained through state-of-the-art fluid extraction, this premium infusion captures the ingredient’s full organoleptic soul: an intense, animalistic profile with slightly smoky balsamic undertones. The sharp, brilliant resonance of AmberXtreme and the metallic stab of platinum aldehydes forge a transcendent Metallic Vanilla that echoes the bottle’s piercing. Powerful yet instinctive, ONLY DESIRE leaves a long-lasting, unforgettable trail.

At the base lies a final secret element: a Desire-Trigger Accord, designed to evoke the instinctive moment when desire awakens and emotion turns into movement.

“Vanilla has an addictive duality, both dark and comforting. By pairing it with sharp metallic aldehydes, I wanted to capture the intensity of a pure moment of intimacy.” — Nelly Hachem-Ruiz, perfumer.

“The metallic aldehydes act as amplifiers, pushing diffusion and creating relief. They expose the sensual volume of the ambery vanilla base instead of softening it.” — Paul Guerlain, perfumer

Dove Cameron: The Voice of Only Desire

Dove Cameron embodies modern femininity — bold, emotional, unfiltered, and unapologetic. She has evolved from a Disney star into a cultural force and award-winning performer. After opening for Dua Lipa on her 2025 Radical Optimism tour, Dove is preparing her own worldwide tour for summer 2026.

A trusted voice among Gen Z, Dove connects with her audience of 74 million followers on Instagram and TikTok as more than a celebrity. She’s a peer. For Diesel, Dove Cameron embodies a generation that values emotional honesty, creative freedom, and fearless self-expression. 

The Campaign: Claiming the Throne of Desire

The ONLY DESIRE campaign is a visual manifesto conceived for women, by women.

Directed by filmmaker Amber Grace Johnson and shot by avant-garde photographer Harley Weir, the campaign film depicts Dove Cameron through the female gaze. She portrays a confident, determined protagonist, driven by a pulse she can’t ignore. Led by instinct and emotion, she moves through a surreal world of sculptural orchids and glowing textures until she reaches the throne of desire.