Diesel appoints HANA as its new ambassadors for Japan, marking the first time the brand has tapped an entire team for the role. The seven-member act, consisting of CHICAGO, IN THE EYES, JISOO, YURI, MOMOKA, KOCHAROand MONTHrepresents a shift in the way Diesel approaches representation. The decision emphasizes collective identity, moving away from a single person to a group dynamic that reflects shared energy and presence.
HANA combines strong vocal abilities, distinct personalities and a clear focus on self-expression. These qualities align with Diesel’s longstanding values of individuality and freedom. The team operates outside of fixed expectations, shaping its image through personal style and performance.
The relationship between Diesel and HANA has developed over time. The brand was first associated with the group during the release of their single in July 2025 “Blue jeans.” Diesel provided full wardrobe styling for the jacket graphics, music video and promotional appearances associated with the track. This partnership generated a lot of attention, attracting interest through the connection between HANA’s image and Diesel’s products.
After this initial partnership, Diesel and HANA continued to build in a common direction. The alignment between the group’s creative approach and the brand’s design language became more defined. What began as support for a music release grew into an ongoing relationship, shaped by consistency in tone, style and presence.
In the newly released visuals, HANA is seen in a series of denim-based Diesel looks. The styling includes jeans, jackets, tops and underwear with denim details, along with the new D-LINE bag.
HANA describes her connection to Diesel through personal experience. “Diesel is a brand we’ve admired since we were little. We love how their 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, which values staying true to what we love, we hope to share Diesel’s unique charm with many people.”
The appointment is also linked to Diesel’s wider plans. By partnering with HANA, the brand aims to strengthen its presence in Japan while expanding its reach internationally. The partnership positions the team as a point of connection with a younger audience, particularly Gen Z, where HANA has built a strong following. Diesel sets a new direction centered on team identity and shared expression, with HANA shaping the way the brand communicates through image and style.
