The BoF Podcast | Glenn Martens: ‘Social Media Has Turned Fashion into the Hunger Games’
In a recent episode of The Business of Fashion (BoF) podcast, Glenn Martens, the creative director of both Diesel and Maison Margiela, shared his insights on the contemporary fashion landscape as he prepared for his Spring/Summer 2026 shows. Martens discussed the challenges and opportunities that arise from the intersection of social media and fashion, likening the current state of the industry to the Hunger Games—a competition where survival often depends on visibility, popularity, and a constant engagement with the audience.
Martens’ remarks underscore the profound impact that social media has had on fashion branding and consumer interaction. As the line between the runway and social media blurs, designers find themselves navigating an increasingly complex marketplace. Martens pointed out that social media has cultivated a culture of instant gratification, where trends can rise and fall within days. This not only pressures designers to produce at a breakneck pace but also pushes them to craft narratives that resonate powerfully and instantly with their audience.
Transforming an iconic brand like Diesel, which experienced its heyday in the 1990s, presents unique challenges. Martens shared his journey of reimagining Diesel’s identity for a modern audience while retaining the essence that made it iconic. His approach combines nostalgia with innovation; he aims to celebrate Diesel’s rich heritage while adapting it to the values and aesthetics of today’s consumers. This balance is essential as customers increasingly seek authenticity and sustainability in the brands they support.
The conversation with Imran Amed highlighted Martens’ belief that fashion should be inclusive. He emphasized that the industry must evolve to reflect a diverse array of voices and perspectives. This inclusivity is not just a moral imperative but a business strategy in today’s interconnected world. By broadening the narrative and welcoming different viewpoints, brands can cultivate stronger connections with their audience, ultimately driving loyalty and engagement.
Moreover, Martens discussed the importance of storytelling in fashion. In an age where consumers are bombarded with choices, a compelling narrative can differentiate a brand. He encouraged designers to leverage social media channels not just for promotion but as platforms for authentic storytelling. This could involve behind-the-scenes looks at the creative process, discussions about sustainability, or insights into the cultural influences behind a collection. Such transparency helps to cultivate trust, allowing consumers to connect with brands on a deeper level.
As he prepares for the Spring/Summer 2026 shows, Martens is acutely aware that the stakes are high. Social media can amplify both success and failure, making the pressure to perform even more intense. He noted that the competition feels akin to the Hunger Games, where only the most engaging and captivating narratives survive. In this environment, having a unique voice is more crucial than ever. Martens is committed to finding his voice in a crowded marketplace, which is a testament to his understanding of the current fashion climate.
To adapt to the challenges posed by social media, Martens is focusing on creating a dialogue with his audience. This includes tapping into user-generated content and encouraging fans to share their interpretations of Diesel and Maison Margiela’s designs. By fostering this interaction, Martens hopes to create a community around the brands, where consumers feel valued and heard. This strategy not only enhances brand loyalty but also helps in gathering valuable feedback for future collections.
As the fashion industry continues to evolve under the influence of digital platforms, Martens stands as a compelling figure, pushing against the grain of traditional practices. His emphasis on inclusivity and storytelling reflects a broader trend within fashion, where brands are increasingly called to engage with social issues and consumer values. By doing so, they not only survive but thrive in a competitive landscape.
In conclusion, Glenn Martens’ insights on the intersection of fashion and social media provide a thought-provoking perspective on the future of the industry. His approach to transforming Diesel and Maison Margiela underscores the need for brands to adapt to a rapidly changing environment while remaining true to their roots. As the fashion world navigates this complex terrain, the focus on inclusivity, authenticity, and storytelling will likely be vital for success.
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