The BoF Podcast | Glenn Martens: ‘Social Media Has Turned Fashion into the Hunger Games’
In a recent episode of The Business of Fashion podcast, Glenn Martens, the creative director of Diesel and Maison Margiela, shared his insights on the transformative power of social media in the fashion industry. As Martens prepares for his Spring/Summer 2026 shows, he reflects on the challenges and opportunities that come with leading iconic brands from the 1990s into today’s fast-paced digital landscape. His conversation with Imran Amed highlights the critical need for fashion to be inclusive while navigating the complexities of an industry that often feels like a competitive arena.
Martens’ journey in fashion has been marked by a commitment to authenticity and a desire to find his voice amid the clamor of social media. He explains that the rapid dissemination of information and images has created an environment where brands must constantly compete for attention. This competition can feel reminiscent of a survival game, where only the most daring and provocative ideas seem to gain traction. “Social media has turned fashion into the Hunger Games,” he aptly describes, underscoring the pressures that designers face in today’s landscape.
As he discusses his work with Diesel, Martens emphasizes the importance of reinterpreting the brand’s legacy while appealing to a new generation of consumers. Diesel, once synonymous with edgy denim and rebellious spirit, now finds itself at a crossroads. Martens believes that the brand’s success hinges on its ability to evolve without losing its core identity. By blending nostalgia with contemporary trends, he aims to create collections that resonate with both long-time fans and newcomers alike.
Martens’ approach to Maison Margiela, a label celebrated for its avant-garde designs and deconstructed aesthetic, further illustrates his vision for inclusivity in fashion. He acknowledges the brand’s heritage and the pioneering spirit of its founder, Martin Margiela, while also pushing boundaries to make high fashion accessible. “Fashion should include everyone,” he states, advocating for a more democratic approach that welcomes diverse voices and perspectives.
The conversation also touches on the broader implications of social media on the fashion industry. Martens argues that while platforms like Instagram and TikTok have democratized fashion in some ways, they have also contributed to a culture of instant gratification. The pressure to produce viral content often overshadows the creative process, leading to a cycle where trends come and go in the blink of an eye. This phenomenon can be detrimental to the artistic integrity of fashion, as designers feel compelled to prioritize immediacy over thoughtful creation.
To combat these challenges, Martens encourages fellow designers to stay true to their vision and resist the temptation to chase fleeting trends. “Authenticity will always resonate,” he asserts, reminding the industry that lasting success comes from a genuine connection with consumers. By focusing on storytelling and meaningful engagement, designers can cultivate loyal followings that transcend the ephemeral nature of social media.
Martens also highlights the role of sustainability in shaping the future of fashion. As consumers become increasingly aware of the environmental impact of their purchases, brands must prioritize ethical practices and transparency. Martens believes that sustainability should not be an afterthought; instead, it should inform every aspect of a brand’s identity, from design to production. By championing sustainable practices, fashion can shift away from the wasteful cycles of fast fashion toward a more conscientious model that values longevity and quality.
As he prepares for his upcoming Spring/Summer 2026 shows, Martens remains optimistic about the future of fashion. He sees an opportunity for innovation and collaboration, where brands can come together to address the pressing issues facing the industry. “We need to support each other,” he emphasizes, recognizing that collective efforts can lead to significant change.
In conclusion, Glenn Martens’ insights on the intersection of social media and fashion reveal the complex dynamics that define the industry today. His emphasis on inclusivity, authenticity, and sustainability serves as a guiding principle for the future of fashion. As brands navigate the challenges of a digital-first world, Martens’ vision for a more equitable and thoughtful industry offers a hopeful perspective.
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