
Diesel continues its ongoing commitment to LGBTQIA+ voices with the launch of its fourth annual Pride capsule in collaboration with the Tom of Finland Foundation. The 2025 collection celebrates queer art, identity, and expression with sincerity, rather than spectacle.
Centred on the pioneering legacy of Tom of Finland, the capsule revives his unmistakable homoerotic illustrations, with leather bars, sailors and cruising scenes pictured across T-shirts, jockstraps, underwear and accessories. Alongside these archival drawings are prints drawn from Foundation events between 1990 and 2005, capturing moments of joy and solidarity through photographs of parties and fundraisers.
The campaign, shot by cult filmmaker and photographer Bruce LaBruce, brings the collection into quiet, domestic spaces – kitchens, living rooms, bedrooms – featuring models cast on Grindr. The result is intimate and unvarnished. “The photographs are simple and uncontrived,” reads the brand statement, “conveying an unfiltered sense of honesty, sexuality, desire, intimacy, and inclusivity.”
The collection is designed for all genders and honours what Diesel describes as “the long legacy of queer fantasy and perseverance.” With this latest chapter, the partnership continues to shine a light on the cultural weight of the Tom of Finland Foundation – an organisation that has, for over 40 years, preserved and platformed queer art in the face of censorship and marginalisation.
Available now on diesel.com and in selected stores.
photography. Bruce LaBruce for Diesel
words. Gennaro Costanzo