- Dove Cameron headlines the new global campaign "My Desire My Power" to launch Diesel Fragrances’ first-ever female scent, Only Desire.
- The campaign was developed under the creative direction of Glenn Martens, directed by filmmaker Amber Grace Johnson, and photographed by Harley Weir.
- Only Desire introduces a "Metallic Vanilla" scent profile housed in an orchid-inspired bottle that features Diesel’s iconic galvanized steel piercing Oval D design.
- To support the global launch, an immersive and interactive red cube pop-up installation has been opened for the public in Milan’s Piazza San Babila.
International actress and singer Dove Cameron stars in the striking new global campaign “My Desire My Power” for Diesel Fragrances. The campaign celebrates the official launch of Only Desire, the fashion house’s first female fragrance developed under the creative direction of Glenn Martens.
This major campaign follows the announcement that Dove Cameron was named global ambassador for Diesel Fragrances’ Only Desire earlier in the year.
Much like how Bella Hadid fronts the new Miss Sixty Summer 2026 campaign to shake up the denim industry with a bold spirit, Diesel is using avant-garde visuals to redefine modern femininity.
Directed by filmmaker Amber Grace Johnson and photographed by Harley Weir, the campaign follows Dove Cameron on a surreal journey through giant orchids toward a symbolic “Throne of Desire.”
The message centers on self-affirmation and freedom from expectations. To bring this world to consumers, Diesel launched an experiential red cube pop-up installation in Milan at Piazza San Babila.
The Only Desire scent itself was crafted by master perfumers Nelly Hachem-Ruiz and Paul Guerlain, blending Madagascar Bourbon Vanilla with AmberXtreme and platinum aldehydes.
Diesel has a long history of partnering with rebellious and culturally relevant talent. For its fragrance division, the brand previously tapped actor Liam Hemsworth to front its popular Only The Brave fragrance line.
On the fashion side, under the vision of Glenn Martens, the house has frequently collaborated with and dressed boundary-pushing icons such as Rihanna, Julia Fox, and Megan Thee Stallion to anchor its modern brand revival.
This campaign marks another major milestone for Dove Cameron, who recently released her hit single “Do I Wanna Know?” in January 2026 and is set to star in Prime Video’s upcoming thriller series 56 Days.
Beyond her work with Diesel Fragrances, Dove Cameron has built a strong portfolio of high-profile beauty and luxury endorsements. Her recent partnerships include fronting campaigns for Balmain Beauty and serving as a brand ambassador for Coach.
Takeaways
This partnership represents a massive step for Diesel under Glenn Martens, extending the brand’s signature edgy fashion identity straight into prestige beauty. By using Dove Cameron, the brand is directly capturing a younger audience that values self-expression over traditional stereotypes.
The launch highlights a growing trend in luxury marketing: fragrances are no longer just sold through standard retail shelves, but through highly shareable, interactive physical experiences like the Milan pop-up cube.
How will Diesel’s choice of an industrial “Metallic Vanilla” olfactory note change consumer expectations for traditional women’s perfumes? Does Dove Cameron’s involvement signal that future celebrity fragrance campaigns will lean heavily toward message-driven, empowering narratives rather than simple glamour?
