Diesel just announced that they have some hot new brand ambassadors! HANA (CHIKA, NAOKO, JISOO, YURI, MOMOKA, KOHARU, MAHINA), a seven-member girl group from Japan, has been appointed as Diesel Japan’s Brand Ambassadors.
This is a first for the brand: an entire group takes on the ambassadorial role, highlighting Diesel’s commitment to collective energy and a new, dynamic approach to representation.
With their outstanding vocal ability, distinctive personalities, and a strong commitment to self-expression beyond conventional norms, HANA embodies the core values of Diesel – individuality, freedom, and self-expression.
Backed by a wide and passionate audience, especially among Gen Z, HANA are true fashion enthusiasts and genuine fans of Diesel. The brand first connected with the group during the release of their July 2025 single, “Blue Jeans,” providing full wardrobe styling for jacket visuals, the music video, and promotional activities. This collaboration sparked significant buzz and showcased a natural alignment between HANA’s creative vision and Diesel’s iconic products.
What began as a supportive partnership has now grown into a powerful and authentic synergy, highlighting the shared values, style, and energy that make HANA and Diesel a perfect match.
“Diesel has been a brand we’ve admired since we were young. We love how its designs can accompany us on days when we want to feel strong, as well as days when we just want to be ourselves. As HANA, who values staying true to what we love, we hope to share the unique appeal of Diesel with many people.” — HANA
In the newly released ambassador visuals, HANA showcases iconic looks styled entirely in Diesel’s signature DNA — denim. From jeans and jackets to tops, underwear with denim-inspired details, and the new icon bag, “D-LINE,” the group effortlessly combines a wide range of denim pieces, capturing the versatility and bold spirit that define Diesel’s denim.
With this ambassador appointment, Diesel aims to strengthen its brand presence not only in Japan but globally, partnering with HANA to inspire and shape a new cultural narrative for the next generation.
You can check out what’s new from Diesel here.
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